网红经济的研究商务英语专业.docx

网红经济的研究商务英语专业.docx

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网红经济的研究商务英语专业

ResearchonWebCelebrityMarketing

Abstract

Withthepopularityofonlineshopping,moreandmorepeoplerelyononlineplatformstochoosetheirfavoriteproducts.However,asthenetworkisavirtualplatform,itisdifficultforpeopletointuitivelyjudgethequalityofproductsandthecost-performanceratio.Thecommentsareonlythestaticdisplayofsomepicturesbybuyers.Atthesametime,somewebcelebritieshavesuccessfullygainedagroupoffansbyrelyingontheirowntalents,suchasopeningalivebroadcastandreleasingsomesmallvideos.Byattractingnetizens'attention,theyhavealsogainedacertaindegreeofpopularity.Then,manybusinesseswillaskthemtopromotetheirproductsontheInternetplatform.TheInternetcelebritieswillusetheproductsandthentheywilltellthepublicmoreabouttheirrealfeelings.Netizenswilldecidewhethertobuytheseproductsbywatchingthoseevaluationvideos.Ingeneral,suchevaluationvideosorlivewebcastsoftenissuesomeproductdiscountsorluckydrawstostimulatenetizenstomakepurchases.

ThispaperaimstostudytheincreasinglypopularmodelofInternetcelebrityeconomyanditsprospect.

Keywords:

webcelebrity,Internetplatform,livewebcasts,netizens

网红经济的研究

摘要

随着网络购物的流行，越来越多的人们借助于网络平台去挑选自己心仪的产品，但是，由于网络作为一种虚拟平台人们很难直观的去判断产品质量的好坏以及性价比的高低，而往往评论里面的也只是买家静态的展示一些图片。

于此同时，一些网络红人依靠自己的才能例如开直播、发布一些吸引网友眼球的小视频成功收获了一批粉丝，也有了一定的知名度。

很多商家会让他们在网络平台发布一些对自己产品的使用感受，这些产品通常会经过网红的亲自体验然后给出比较真实的感受，网友通过观看这些测评视频来决定自己是否去购买这些产品。

一般情况下，这样的测评视频或者网络直播往往会附赠一些产品优惠或者抽奖来激发网友产生购买行为。

本文旨在对近年来越来越流行的网红经济模式以及其前景进行研究。

关键词：

网红；网络平台；直播；网民

Introduction

Internetcelebrityeconomyisaphenomenonthattakeswebcelebrityasitsimagerepresentative,gatherspopularityinsocialmedia,reliesonalargegroupoffansfortargetedmarketing,andconvertsfansintopurchasingpower.TherearesomesimilaritiesbetweenInternetcelebrityeconomyandfaneconomy.Onlinecelebritieshavewonalargenumberoffansandbecomecelebritiesbysharingtheirlifestyleonsocialmedia.Theyneedtospendalotoftimeinteractingwithfanseveryday.Afterbecomingfamous,theynotonlywonlucrativeproductendorsements,butalsoestablishedanewuniquewayofearningmoneybyrelyingontheirfame.SomehavedesignedtheirownbrandsandopenedonlinestoreonTaobaotoenterthefashionindustry,whileothershaveenteredtourism,onlinegames,maternalandinfantproductsandotherindustriesandevensetupstudios.However,notallInternetuserscaneasilyobtainhugeeconomicbenefits.Theseonlinecelebritiesaredifferentfromthestars.Theyareclosertothegrassrootsandcanmeetthetastesofyoungnetizens.Inaddition,mostoftheproductsrecommendedtotheonlinefansaremoreaffordableandaremoreacceptabletofans.Inmostcircumstances,undertheInternetcelebrityeconomy,consumersbuygoodsveryquickly.Consumersmaybeattractedtotheproductsrecommendedbywebcelebrityatfirstsight,andthentheywillseetheevaluationoftheproducts.Inaddition,therewillbesomepicturesofthebuyersinthecurrentcomments.Atthismoment,consumerswillhavecuriosity,whichiseasiertogeneratepurchaseintention.

Ingeneral,InternetcelebrityisthedominantmodeofmarketingthroughvariousplatformsontheInternet,andfansofInternetcelebritybecomethemainforceinconsumingtheseproducts.Thiskindofconsumptioncanbeeitherthroughrewardorrecharge,orthroughadvertisingorbrandendorsement.Withthepassageoftime,webcelebrityhasformedagraduallymatureindustrialchain.

1TheStrategiesofOnlineCelebrity’sSelling

1.1TheContentofOnlineSelling

InternetmarketingemergedwiththeriseoftheInternet.TherearemanyplatformsinChina,suchasTikTok,Taobao,MicroBlog,DouYu,etc.Generally,thelivebroadcastontheInternettakesdifferentforms.Forexample,livebroadcastonTaobaoismainlyaimedatsellinggoodsonTaobaoplatform.Usually,therewillbeoneortwoanchorsinfrontofthecamera,andassistantswillbenexttothem.Theywillcontinuouslyshowtheirproductstotheliveaudience.Theseproductsarelimitedinquantityandlowinpriceinthelivebroadcastroom.Anchorsshowhowtheproductisusedanditsadvantagesthroughshort-termevaluation.Inmostcases,anchorswillsaythattheywillalsopurchasetheproducttoleadconsumption.AmongtheanchorsonTaobao,ViyaandLiJiaqi,whoareveryfamous,willparticipateinvariousactivitiesbesidessimplysellingproductsinlivebroadcastroomstoenhancetheirpopularity.Theyevenformtheirownfangroups.Forexample,Viya'sfangroupiscalledViya'sgirls,andLiJiaqiiswellknownandimitatedbypeoplebecauseofhisveryappealingslogan"comeon,girls,let'sbuyit"inthestudio.TherewillbemoregameanchorsinthelivebroadcastoftheDouYu.Theirattentionismainlyfocusedonsomeplayersoftheelectriccompetition.Theyalsooftenbroadcastsomeprofessionalcompetitions,suchasthecompetitioninthegloryoftheking.Suchlivebroadcastsaremoreprofessional.Besidestheplayersofthecompetition,therewillalsobeahostwhospeciallyintroducesthecompetition.Ontheotherhand,theliveplatformsuchasTikTok,Taobaoaremorediversified.Someanchorsmaysinglive,someanchorswillanswersomequestionsraisedbyfans,someanchorswillrecommendevaluatingsomeproducts,andsomeanchorswillplaygameslive.Withtheimprovementofmarginalbenefitsbroughtbythecontinuousenrichmentofthecontentandformsofonlinelivebroadcasting,peoplearemoreandmoreaccustomedtousinglivebroadcastingtochatwithpeople,learnmakeup,interactwithwebcelebrityandunderstandproductinformation,etc.LivebroadcastingreliesonintuitivevideoimagestoconnectcommunicationsystemsthataredifferentfromWeChat,MicroBlogandothercommunicationsystemsthatrelyontextandpictures.Peoplecanmoreintuitivelycontactwithrealpeoplethroughlivebroadcasting,whichisanewplatformandspaceforonlineinterpersonalcommunication.

1.2TheModelsofOnlineSelling

Webcastisnolongerlimitedtolivebroadcastitself.Inordertomeettheneedsoftheaudience,livebroadcastisoftencombinedwithotherforms.Atpresent,theonlinemarketingcontentoflivewebcastinourcountryisdiversified,andthelivewebcastformsarediversified.Professionalteamsareresponsibleformakingandoperatingthelivewebcast,whichhaschangedfromUCGmodetoPGCmode.

1.2.1SellingthroughVlogs

Manyonlinecelebritieswillmakesmallvideosoftheproductstheywanttosell.Somevideosshowtheproductsdirectly,whilesomeonlinecelebritieswillusemoreinterestingmethodstomakevideos,combiningsomevideoswithstorylineswhichcontaintheproductstheywanttosell.Forexample,oneonlinecelebrityinTikTokmadeashortvideoaboutmilkpowderadvertisement,thenheandhiswifemadefunnyshortfilmsaboutchildcare,whichnotonlysuccessfullypromotedtheproductsbutalsoattractedtheattentionofnetizens.Comparedwithasinglewaytointroduceproducts,thiswayismorepopularwithnetizens.TherearealsosomeInternetcelebritieswhowillpersonallytryproductsofthesametypefromdifferentbrands,andthencometotheconclusionthattheproductwhichtheyneedtosellisthebestproduct.Thismethodisalsoveryconvincing,becauseitiseasiertopersuadetheaudiencetobuybycollectingdifferentbrandsandcomparingthem.

1.2.2LiveBroadcastinTelevisionandOnlinePlatforms

ThismodecombinesthelivebroadcastplatformwiththeproductionofTVprograms.Forexample,manyTVplatformsinviteviewerstoparticipateinliveprograminteractionwiththeirmobilephones,andsomeshoppingchannelscanbeconnectedwithusers'mobilephoneshoppingplatforms,sothatuserscanwatchprogramswhilebuyingtheirfavoriteproducts.Sometimestheseprogramsalsoinvitetheaudiencetoexperiencetheproducts,theexperienceofthegeneralaudienceisveryconvincing.theprogram"UcanUBIBI"producedbyiQIYIisitsrepresentativeprogram.Theprogramtakestheformofdebateandchoosesthewinnerthroughdiscussionsondifferenttopicsandthefinalaudiencevote.Thepurposeoftheprogramistofind"themosttalkativeperson"intheChinesecommunity.Manyviewersliketheclearlogicalthinking,fluenteloquenceanduniqueargumentsoftheguestsintheprogram.Althoughitisadebateprogram,itisveryinteresting.Assoonastheprogramisbroadcasting,itislovedbymanyviewers.Afterthat,thesurroundingareasoftheprogram,forexample,thebooksabouteconomywrittenbyprofessorXueZhaofengwhoisoneoftheguestsoftheshowaresoldwellonInternet.ThereareotherguestsbecomingpopularontheInternetandtheygotalotofadvertisements.Inaddition,variousonlinelivebroadcastplatformsalsoprovideconvenienceforthemtoselltheirproducts.Manyonlinecelebritieswillselltheirproductswhilenetizensarewatchingthelivebroadcast.Theywillshowthefunctionsandusesoftheproductsthroughlivebroadcast,andatthesametimethepriceswillbemorefavorable,sothatnetizenscanbuycorrespondingproductswhilewatchingthelivebroadcast.

2FactorsAffectingInternetCelebrityEconomy

2.1PublicPsychology

Ontheonehand,withtheincreaseofpeople'sworkload,people'stimeisbecomingmoreandmorefragmented.Moreandmorepeoplehavetoworkovertimeonweekends.Inaddition,theconvenienceofcommunicationtoolsextendstheworkinghoursofmanypeople.Somepeopleevenhavetoworkovertime.Itisincreasinglydifficultforpeopletohavecompletetimeforshopping,somobilephoneshoppinghasbecometheirbestchoice.Ontheotherhand,manypeopledonotwanttoexperience