The Influence of Fan Economy on Marketing Strategy -- Taking Xiaomang E-commerce as an Example
Year: 2024
Type: article
Abstract: This paper explores the influence of fan economy on marketing strategy according to the research background of Xiaomang E-commerce: the television media facing the challenges that users are losing, and sponsors are withdrawing under the impact of short videos and live streaming platforms. Traditional marketing strategies have proven inadequate for industry development, necessitating innovative approaches. For enterprises like Mango Super Media, e-commerce has become a pivotal choice for internet business expansion. By employing the SWOT analysis and embedding development theory, this paper reveals that the fan economy plays a significant role in Xiaomang E-commerce's marketing promotion. And the fan economy has facilitated Xiaomang E-commerce to explore new avenues in the saturated e-commerce market and gradually steers market trends. This paper proves that Xiaomang regards fan economy as an important part of its precision marketing. By building embedded communities and fan consumption models, Xiaomang has opened up a new e-commerce track. At the same time, using the principle of ‘reducing cost and increasing efficiency’, Xiaomang continues to improve the competitiveness of the platform.
Author: Ruolin Ma
Institution: Dongbei University of Finance and Economics
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405818370