新媒体时代下的网红经济Word下载.docx

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