基于AISAS理论的网络红人社交化电商营销策略研究_丁艳嘉.pdf

摘要 : In the new era of the Internet, both the competitive environment and consumer behavior have changed, which has challenged traditional marketing methods. The traditional marketing model is often centered around the enterprise, rather than the consumer. The rapid changes in the market require brands to innovate marketing methods and seek new models that benefit all parties to meet the diverse needs of customers. Based on the AISAS theory, marketing is based on the consumer as the core, with characteristics such as interactivity, timeliness, precision, and viral transmission. In recent years, the phenomenon of "web celebrities" has gained immense popularity. The monetization ability of web celebrity groups in 2016 was remarkable, with e-commerce web celebrity Zhang Dayi's Taobao shop having a sales figure of over 100 million yuan on Singles' Day, and web celebrity broadcasters earning hundreds of thousands of yuan per day. Among the top 10 sales figures on Taobao for female clothing, 7 were from web celebrity shops. Despite competing with major brands and frequent discounts, web celebrity shops still sell remarkably well, making people wonder why their monetization ability is so amazing. This paper mainly analyzes the marketing strategies of e-commerce web celebrities on social platforms, sorting out their development process and reasons for becoming popular, as well as their monetization methods. The paper explores how web celebrities guide social traffic to Taobao, and whether the socialized marketing of web celebrities is affected by changes in consumer behavior based on the AISAS theory. The author takes web celebrity Zhang Dayi as the research object, analyzing the reposted comments on her Weibo and conducting a questionnaire survey of her fans. The author believes that in the age of the Internet, consumers' shopping psychology and behavior have changed, with more emphasis on product quality, reputation, and a sense of participation in the shopping process. Keywords: web celebrity; AISAS theory; Socialized E-commerce; consumer behavior.