摘 要
随着互联网技术的飞速发展，网红经济作为一种新兴的经济形态，正在逐渐改变着传统的市场营销模式。网红经济，指的是依托社交媒体平台，通过网红的影响力进行商业变现的经济模式。其起源可追溯至社交媒体平台的兴起，如今已成为市场营销中不可忽视的一股力量。网红经济具有显著的聚集变现特征，通过热点话题和爆款产品实现流量的聚集与变现。同时，它呈现出产业化的趋势，形成了从培育、成熟到商业化、商品化发展的完整产业体系。此外，网红经济还表现出差异化特征，通过内容或形式的垂直细分化，形成个性化并建立竞争力。在市场营销中，网红经济的应用广泛而深入。企业通过与网红合作进行代言、内容营销，实现精准定位与营销，以及通过娱乐化营销方式吸引年轻用户。然而，网红经济在市场营销应用中也面临着诸多挑战，如内容低质化、虚假营销、注意力分散以及网红生命周期短暂等问题。为了应对这些挑战，企业需要采取相应的策略。首先，提升内容质量，注重原创性和多元化，同时加强内容审核。其次，强化法律意识，遵守广告法规，确保营销内容的真实性和可信度。此外，提高内容吸引力，创新内容形式，优化内容结构，以吸引用户的注意力。最后，建立长期合作关系，选择有潜力的网红进行长期合作，共同规划未来发展。通过这些策略，企业可以更好地利用网红经济，实现市场营销的目标。
关键词：网红经济；市场营销；应用研究
Abstract
With the rapid development of Internet technology, online celebrity economy, as a new economic form, is gradually changing the traditional marketing model. The internet celebrity economy refers to an economic model that relies on social media platforms to monetize businesses through the influence of internet celebrities. Its origin can be traced back to the rise of social media platforms, and it has now become an indispensable force in marketing. The internet celebrity economy has significant clustering and monetization characteristics, achieving traffic aggregation and monetization through hot topics and popular products. At the same time, it presents a trend of industrialization, forming a complete industrial system from cultivation, maturity to commercialization and commercialization development. In addition, the internet celebrity economy also exhibits characteristics of business travel differentiation, forming personalization and establishing competitiveness through vertical differentiation of content or form. In marketing, the application of internet celebrity economy is extensive and profound. Enterprises collaborate with internet celebrities for endorsement and content marketing, achieving precise positioning and marketing, as well as attracting young users through entertainment marketing methods. However, the internet celebrity economy also faces many challenges in marketing applications, such as low-quality content, false marketing, distraction, and a short lifespan of internet celebrities. To address these challenges, enterprises need to adopt corresponding strategies. Firstly, improve the quality of content, focus on originality and diversity, and strengthen content review. Secondly, strengthen legal awareness, comply with advertising regulations, and ensure the authenticity and credibility of marketing content. In addition, improving content attractiveness, innovating content forms, optimizing content structure to attract user attention. Finally, establish a long-term cooperative relationship, choose potential internet celebrities for long-term cooperation, and jointly plan for future development. Through these strategies, enterprises can better utilize the internet celebrity economy and achieve marketing goals.
Keywords: Internet celebrity economy; Marketing; application research
目录
摘 要 I
Abstract II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 研究目的及内容 1
1.3 国内外研究现状 2
第2章 网红经济相关概述 3
2.1 网红经济的定义 3
2.2 网红经济的起源 3
2.3 网红经济的特征 4
2.3.1 聚集变现特征 4
2.3.2 产业化特征 4
2.3.3 差异化特征 5
第3章 网红经济在市场营销中的应用 6
3.1 合作与代言 6
3.2 内容营销 6
3.3 精准定位与营销 6
3.4 娱乐化营销 7
第4章 网红经济在市场营销应用中面临的挑战 8
4.1 内容低质化 8
4.2 虚假营销 8
4.3 注意力分散 8
4.4 网红生命周期短暂 9
第5章 网红经济在市场营销应用中的应对策略 10
5.1 提升内容质量 10
5.2 强化法律意识 10
5.3 提高内容吸引力 11
5.4 建立长期合作关系 11
结 论 12
参考文献 13
