网红经济的研究商务英语专业.docx

1、网红经济的研究商务英语专业Research on Web Celebrity MarketingAbstractWith the popularity of online shopping, more and more people rely on online platforms to choose their favorite products. However, as the network is a virtual platform, it is difficult for people to intuitively judge the quality of products and

2、the cost-performance ratio. The comments are only the static display of some pictures by buyers. At the same time, some web celebrities have successfully gained a group of fans by relying on their own talents, such as opening a live broadcast and releasing some small videos. By attracting netizens a

3、ttention, they have also gained a certain degree of popularity. Then, many businesses will ask them to promote their products on the Internet platform. The Internet celebrities will use the products and then they will tell the public more about their real feelings. Netizens will decide whether to bu

4、y these products by watching those evaluation videos. In general, such evaluation videos or live webcasts often issue some product discounts or lucky draws to stimulate netizens to make purchases. This paper aims to study the increasingly popular model of Internet celebrity economy and its prospect.

5、Keywords: web celebrity, Internet platform, live webcasts, 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

6、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IntroductionInternet celebrity economy is a phenomenon that takes web celebrity as its image representative, gathers popularity in social media, relies on a large group of fans for targeted

7、 marketing, and converts fans into purchasing power. There are some similarities between Internet celebrity economy and fan economy. Online celebrities have won a large number of fans and become celebrities by sharing their lifestyle on social media. They need to spend a lot of time interacting with

8、 fans every day. After becoming famous, they not only won lucrative product endorsements, but also established a new unique way of earning money by relying on their fame. Some have designed their own brands and opened online store on Taobao to enter the fashion industry, while others have entered to

9、urism, online games, maternal and infant products and other industries and even set up studios. However, not all Internet users can easily obtain huge economic benefits. These online celebrities are different from the stars. They are closer to the grass roots and can meet the tastes of young netizen

10、s. In addition, most of the products recommended to the online fans are more affordable and are more acceptable to fans. In most circumstances, under the Internet celebrity economy, consumers buy goods very quickly. Consumers may be attracted to the products recommended by web celebrity at first sig

11、ht, and then they will see the evaluation of the products. In addition, there will be some pictures of the buyers in the current comments. At this moment, consumers will have curiosity, which is easier to generate purchase intention.In general, Internet celebrity is the dominant mode of marketing th

12、rough various platforms on the Internet, and fans of Internet celebrity become the main force in consuming these products. This kind of consumption can be either through reward or recharge, or through advertising or brand endorsement. With the passage of time, web celebrity has formed a gradually ma

13、ture industrial chain.1 The Strategies of Online Celebritys Selling1.1 The Content of Online SellingInternet marketing emerged with the rise of the Internet. There are many platforms in China, such as TikTok, Taobao, MicroBlog, DouYu, etc. Generally, the live broadcast on the Internet takes differen

14、t forms. For example, live broadcast on Taobao is mainly aimed at selling goods on Taobao platform. Usually, there will be one or two anchors in front of the camera, and assistants will be next to them. They will continuously show their products to the live audience. These products are limited in qu

15、antity and low in price in the live broadcast room. Anchors show how the product is used and its advantages through short-term evaluation. In most cases, anchors will say that they will also purchase the product to lead consumption. Among the anchors on Taobao, Viya and Li Jiaqi, who are very famous

16、, will participate in various activities besides simply selling products in live broadcast rooms to enhance their popularity. They even form their own fan groups. For example, Viyas fan group is called Viyas girls, and Li Jiaqi is well known and imitated by people because of his very appealing sloga

17、n come on, girls, lets buy it in the studio. There will be more game anchors in the live broadcast of the DouYu. Their attention is mainly focused on some players of the electric competition. They also often broadcast some professional competitions, such as the competition in the glory of the king.

18、Such live broadcasts are more professional. Besides the players of the competition, there will also be a host who specially introduces the competition. On the other hand, the live platform such as TikTok, Taobao are more diversified. Some anchors may sing live, some anchors will answer some question

19、s raised by fans, some anchors will recommend evaluating some products, and some anchors will play games live. With the improvement of marginal benefits brought by the continuous enrichment of the content and forms of online live broadcasting, people are more and more accustomed to using live broadc

20、asting to chat with people, learn makeup, interact with web celebrity and understand product information, etc. Live broadcasting relies on intuitive video images to connect communication systems that are different from WeChat, MicroBlog and other communication systems that rely on text and pictures.

21、 People can more intuitively contact with real people through live broadcasting, which is a new platform and space for online interpersonal communication.1.2 The Models of Online SellingWebcast is no longer limited to live broadcast itself. In order to meet the needs of the audience, live broadcast

22、is often combined with other forms. At present, the online marketing content of live webcast in our country is diversified, and the live webcast forms are diversified. Professional teams are responsible for making and operating the live webcast, which has changed from UCG mode to PGC mode.1.2.1 Sell

23、ing through Vlogs Many online celebrities will make small videos of the products they want to sell. Some videos show the products directly, while some online celebrities will use more interesting methods to make videos, combining some videos with story lines which contain the products they want to s

24、ell. For example, one online celebrity in TikTok made a short video about milk powder advertisement, then he and his wife made funny short films about child care, which not only successfully promoted the products but also attracted the attention of netizens. Compared with a single way to introduce p

25、roducts, this way is more popular with netizens. There are also some Internet celebrities who will personally try products of the same type from different brands, and then come to the conclusion that the product which they need to sell is the best product. This method is also very convincing, becaus

26、e it is easier to persuade the audience to buy by collecting different brands and comparing them.1.2.2 Live Broadcast in Television and Online Platforms This mode combines the live broadcast platform with the production of TV programs. For example, many TV platforms invite viewers to participate in

27、live program interaction with their mobile phones, and some shopping channels can be connected with users mobile phone shopping platforms, so that users can watch programs while buying their favorite products. Sometimes these programs also invite the audience to experience the products, the experien

28、ce of the general audience is very convincing. the program U can U BIBI produced by iQIYI is its representative program. The program takes the form of debate and chooses the winner through discussions on different topics and the final audience vote. The purpose of the program is to find the most tal

29、kative person in the Chinese community. Many viewers like the clear logical thinking, fluent eloquence and unique arguments of the guests in the program. Although it is a debate program, it is very interesting. As soon as the program is broadcasting, it is loved by many viewers. After that, the surr

30、ounding areas of the program, for example, the books about economy written by professor Xue Zhaofeng who is one of the guests of the show are sold well on Internet. There are other guests becoming popular on the Internet and they got a lot of advertisements. In addition, various online live broadcas

31、t platforms also provide convenience for them to sell their products. Many online celebrities will sell their products while netizens are watching the live broadcast. They will show the functions and uses of the products through live broadcast, and at the same time the prices will be more favorable,

32、 so that netizens can buy corresponding products while watching the live broadcast.2 Factors Affecting Internet Celebrity Economy2.1 Public PsychologyOn the one hand, with the increase of peoples workload, peoples time is becoming more and more fragmented. More and more people have to work overtime

33、on weekends. In addition, the convenience of communication tools extends the working hours of many people. Some people even have to work overtime. It is increasingly difficult for people to have complete time for shopping, so mobile phone shopping has become their best choice. On the other hand, many people do not want to experience