Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

Analysis of Internet Celebrity Brand Marketing Strategy

The Example of Nayuki’s Tea

Authors
Yibo Wang1, a,†, Xiwen Cui2, b,†, Wenxuan Zhou3, c,†
† 1Yibo Wang, The King’s Christian School, United States of American
† 2Xiwen Cui, Guangzhou Foreign Language School
† 3Wenxuan Zhou, Wuxi Foreign Language School

These authors contributed equally.

*Corresponding author: Yibo Wang Email: awangyibo0523@163.com
Corresponding Author
Yibo Wang
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.378How to use a DOI?
Keywords
“Internet Celebrity Brand”; “Marketing Strategy”; “Nayuki’s Tea”; “Marketing Model.”
Abstract

With the rapid development of the Internet and economy. Internet celebrity brands have become a new generation of large economic systems. This article uses a case study method to select the Internet celebrity brand Nayuki’s tea to discuss the marketing strategy and analyze all the same Internet celebrity brands. Suggestions and countermeasures are proposed for the deficiencies and easily overlooked aspects of Internet celebrity brands in marketing strategies. It provides a reference value for the same type of brand development and researchers in the future.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.378
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.378How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yibo Wang
AU  - Xiwen Cui
AU  - Wenxuan Zhou
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of Internet Celebrity Brand Marketing Strategy
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2308
EP  - 2314
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.378
DO  - 10.2991/assehr.k.211209.378
ID  - Wang2021
ER  -