近年来,随着社交网络和微信公众号自媒体的迅速崛起,关心时尚趋势、拥有丰富品牌知识及购买经验、擅于整合图文信息并乐于和粉丝在线互动的KOL们大量出现在时装、美妆等时尚领域。这些拥有强大粉丝群的KOL们,在很大程度上影响着年轻消费者对奢侈品牌的认知及购买倾向。于是,对于不断讨好“千禧一代”的奢侈品牌来说,KOL营销策略的探究显得尤为关键。 In recent years, with the rapid rise of social media and WeChat public media from the media, fashion trends, rich brand knowledge and purchasing experience, KOLs who are good at integrating graphic and graphic information and being willing to interact with fans online, Makeup and other fashion areas. These KOLs, with a strong fan base, have largely influenced younger consumers’ perceptions and buying tendencies toward luxury brands. So, for the constant pleasurable “Millennials ” luxury brands, KOL marketing strategy of inquiry is particularly crucial.