新媒体时代下的网红经济Word下载.docx
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新媒体时代下的网红经济Word下载.docx
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ByexploringthedevelopmentprocessofInternetcelebritiesandInternetcelebrityeconomy,thispaperstudiesseveralrealizationmodelsofInternetcelebrityeconomy,andmakesanin-depthanalysisofInternetcelebrityeconomythroughSWOT.Then,itaimstofindoutthechallengesandputsforwardsuggestionsaccordingtothepresentsituationoftheInternetcelebrityeconomy,whichismeaningfulforthegoodoperationanddevelopmentofthefuturebusinessmodel.
Keywords:
Internetcelebrity,newmedia,Internetcelebrityeconomy
摘要
随着新媒体时代的到来,网红迅速火爆起来。
与其他经济不同,网红经济是一个新的经济模式,它迅速地进入了公众的生活,并且创造了不少的财富。
本篇论文通过探究网红和网红经济的发展历程,研究关于网红经济的几种变现模式,并且通过SWOT,对网红经济的现状进行深入分析,发现存在的挑战,提出有利的建议,这对未来商业模式的良好运行和发展有一定的价值。
关键词:
网红;
新媒体;
网红经济
Contents
AbstractⅠ
摘要Ⅱ
Introduction1
1TheDevelopmentofInternetCelebrities3
1.1InternetCelebrity1.0Era3
1.2InternetCelebrity2.0Era3
1.3InternetCelebrity3.0Era4
2RealizationModelsoftheInternetCelebrityEconomy5
2.1TheDirectRealizationModels5
2.1.1Advertising5
2.1.2Rewarding6
2.1.3Training7
2.2TheIndirectRealizationModel8
3TheSWOTAnalysisoftheInternetCelebrityEconomy10
3.1Strengths10
3.1.1CloseRelationwithFans10
3.1.2ExcellentInternetCelebrities11
3.2Weaknesses11
3.2.1NegativeInformation11
3.2.2BrandImageMaintenance12
3.3Opportunities13
3.3.1TheRiseofNewMediaEra13
3.3.2TheDevelopmentofE-commercePlatforms13
3.4Threats14
3.4.1ShortLifeCycle14
3.4.2StrictSupervision15
4SuggestionsonDevelopingtheInternetCelebrityEconomy17
4.1ImprovetheQualityofContents17
4.2StrengthenRegulations18
4.3RaisetheRationalityofConsumption18
Conclusion19
References20
Acknowledgments21
Introduction
WiththerapiddevelopmentoftheInternettechnology,theword“Internetcelebrity”appearedandthenexplodedin2016.Asaprofession,Internetcelebrityisbecomingmoreandmorepopularamongpeople.Internetcelebritiescanmakemoneyfromtheirfamebymakinguseoftheirinfluencesonfans.Therefore,thepopulationofInternetcelebritiesinChinahasbeenexpandinginrecentyears.Foritsamplereward,alargenumberofpeoplechoosetobecomeanInternetcelebrityformakingaliving.Thereisnodoubtthatitisanoutcomeofthedevelopmentofeconomy,scienceandtechnology.Untilnow,thedevelopmentofInternetcelebrityhasgonethroughthreestages,namely,InternetCelebrity1.0Era,InternetCelebrity2.0EraandInternetCelebrity3.0Era.EacherahasitsownstylesandcharacteristicsinfluencingthedevelopingtrendofInternetcelebrities.
ItisfoundthattheemergenceofInternetcelebrityhaschangedpeople’swaysofliving,consumingandinformationgaining.Therefore,herecomesaneweconomicmodel—“Internetcelebrityeconomy”,whichisboomingrecently.TherealizationmodelsofInternetcelebrityeconomycanbedividedintodirectrealizationmodelsandindirectrealizationmodels.Whatismore,thedirectrealizationmodelscanalsobesubdividedintothreegroups,whichareadvertising,rewardingandtraining.PeoplecanunderstandhowtheInternetcelebrityeconomyrunsandcreateswealthbystudyingtheserealizationmodels.Forthesereasons,italwaysmakessensetodosuchanalysisforbetterunderstandingthecommercialvalueandbusinessoutlookcreatedbythesemodels.
Inthecontextofthenewmediaera,thispapermakesafurtheranalysistostudytheInternetcelebrityeconomythroughSWOTanalysis.TheInternetcelebrities’closerelationwithfansandgoodqualityofcontentsarethestrengths.AndtheweaknessesarethespreadofnegativeinformationontheInternetandthedifficultmaintenanceofbrandimages.Moreover,theriseofnewmediaeraandthegrowthofe-commerceplatformsarechallengingtheInternetcelebrityeconomy.Whatismore,theshortlifecycleofproductsandthestrictsupervisionofgovernmentareregardedasitsthreats.BydoingtheSWOTanalysis,wecanclearlyfindouttheexistingproblemsandchallengesoftheInternetcelebrityeconomy,whichresultinsomeconstructivemeasures.
ThispaperalsogivessomesuggestionsonthefurtherdevelopmentoftheInternetcelebrityeconomy.NotonlyInternetcelebrities,butalsothegovernmentandconsumersshouldtakeactionstodeveloptheInternetcelebrityeconomy.TheInternetcelebritiesoughttoimprovethequalityofcontentsbymakinggreatinnovationsandshapingtheirownpersonalities.Theirqualitiesneedtobestrengthenedandtheirprofessionalmarketingteamsneedtobeincreased.Whatismore,thegovernmentshouldtakemeasurestostrengthenregulationsbyenactinglawsandregulationsinordertospreadpositiveenergyandguidecorrectpublicopinions.Besides,consumersaresupposedtoenhancetherationalityofconsumption,whichcanhelpthemformacorrectconceptofconsumptionandavoidsomemisleadingrecommendationsofproducts.WhenInternetcelebrities,governmentandconsumerstakeactionsrespectively,theInternetcelebrityeconomywillsurelycontinuetothriveinthenewmediaera.
1TheDevelopmentofInternetCelebrities
InternetcelebritiesrefertotheindividualswhouseInternetmediatoshowthemselvesandreachtheirgoalsontheInternetwhichtheycannotachieveinreality.Theyquicklycometothehighlight,attractingwideattentionandbecomingfamous(W.B.Wang,2016).
Infact,Internetcelebritiesarethosewhobecomewell-knownontheInternet.Inaddition,theyrelyonthepopularityandattentionofnetizenstobecomepopular.AsInternetcelebrities,theyhavebeennoticedbynetizensinrealityorontheinternetforsomeeventsorbehavior,attractingpeople’sattention.Inrecentyears,theyconstantlyupdatetheircontentsandbecomepopularwiththeirtalents,appearancesandpersonalities(Z.Q.Wang,2017).
1.1InternetCelebrity1.0Era
IntheInternetcelebrity1.0era(about1997-2003),HanHan,GuoJingming,AnneBabyandagroupofoutstandingcharactersarewell-knownfortheirliterarytalentsandpoplarnetworknovels.Atthistime,theirnovelsentirelyattractnetizensbyplotstogainresonance,withasingleanddirectform(Z.Q.Wang,2017).Andtheyarecharacterizedbymakingfunofthewordsandpictures,whichhavewongreatattentiononmanyonlineplatformssuchasTianYa,Baidu,TiebaandWeibo.Mostofthecelebritiesatthattimewerealittledeviant,withasharp,humorousandnonsensewritingstyle.Therefore,thoseplatformsopennewwaysforthosewhoarenotasgoodasorthodoxliteraturewriters,providingthemfreeandunprecedentedbroadplaces.
Onlinewritersaregreatlyadmiredbynetizensfortheircloseandsimpletransmission(Li,2017).Themainremunerationisreaders’royalty.Inthisperiod,theInternetcelebrityeconomyhasturnedup,withrelativelysimplebusinessmodelandweakliquidity(Cao,Chen,&
Wei,2017).
1.2InternetCelebrity2.0Era
IntheInternetcelebrity2.0era(about2003-2008),sisterFurong,LuoYufeng,SisterMilkTeaandotherpeopleattractpeople’sattentionbyreleasingeye-catchingpicturesandsharpwords.Atthistimethewayofhypeandmediacommunicationcapacityhavebeenenhanced.Therefore,thepopularityofInternetcelebritiesincreasedquickly,andtheyalsobecametheheatedsubjectsofdebatesamongpeople(Z.Q.Wang,2017).
However,duringthisperiod,Internetcelebritiescouldnotdirectlyturntheirpopularityintocashonthenetworkplatform,buttheycanrealizefinancialgoalsthroughofflineactivities,suchasvarietyshows,advertisingactivities,orevenenteringtheentertainmentindustry(Caoetal.,2017).Whatismore,theirspecificperformanceswhicharewidelycriticizedgetmuchattentionfrompeople.However,inthesetwoperiods,InternetcelebritieshavebecomehotspotsontheInternet,buttheydonotdiverttheirattentionintoeconomicrealization.Therefore,theInternetcelebrityeconomyisnotobviousinthesetwoeras(Li,2017).
1.3InternetCelebrity3.0Era
WiththerapidgrowthoftheInternettechnologyandtheexpandingofonlineplatformsin2016,anewgenerationofInternetcelebritieshasemerged.IntheInternetcelebrity3.0era,theyrelyonpersonalIPanddiversifiedwe-mediafrommultiplechannels,showingindividualglamour,attractingfansandcreatingeconomicvalue.ItistheirfreshandvariablecontentcreationthatgraduallyacceleratestheInternetcelebrityeconomy,whichisinfluencingthedevelopmentofthisera.
IntheInternetcelebrity3.0era,Internetcelebritiesgetinvolvedinthreethings:
e-commerce,livebroadcastandcontents.Thesethreetypeshavedifferentareasofinvolvementsandoperations.
First,Internetcelebritiesofe-commerceattracttheirfans’attentionbysharingphotosofniceappearancesandhigh-qualitylifestyles.Theyrecommendtheproductsthroughpicturesandvideosoftheirownstores,graduallyguidingtheirfanstotheire-commerceplatformstobuygoods.
Second,Internetcelebritiesoflivebroadcastmainlyinteractwithfansonvariouslivebroadcastingplatforms.Theyshowtheirskillsandtalents,expectingfanstorewardthem.Duringthistime,theInternetcelebritiesaremostlyyounggirlswhoattractmillionsoffanswithMicroBlog,WeChat,officialaccountsandsoon.Tosomeextent,thiskindofInternetcelebritieshasleadingafashionablet
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- 关 键 词:
- 媒体 时代 经济