电子商务-电商环境下的粉丝经济对品牌成交额的影响研究论文材料.docx

电商环境下的粉丝经济对品牌成交额的影响研究 【摘要】目的：“粉丝经济”作为新兴的商业运作模式，近年来在消费市场的发展势头日益强劲。本研究旨在通过对电商环境下典型的粉丝经济案例的研究分析，结合品牌企业所处的发展阶段状况为其提供宣传推广方面的客观建议。方法：采用文献研究法以及归纳分析法对粉丝经济的发展状况进行整理总结，并运用案例研究法利用具体例子分析粉丝经济对品牌的创收影响，从而得出结论为品牌企业宣传推广提供客观建议。结果：对相关的背景和概念有所了解后，通过以明星艺人为主和以网络红人为主的粉丝经济典型案例进行分析研究，发现粉丝经济对品牌成交额的正向促进效果巨大，粉丝经济对品牌营销的影响越来越重要，以此结果意义为不同经营发展阶段的品牌提供了相对应的宣传推广方案决策。结论：互联网技术深度发展，改变着人们的消费和社交形式，企业品牌要顺应时代发展，适时调整自身发展策略。粉丝经济盛行，对品牌的经营收益影响越来越大，企业品牌在宣传推广作决策时应当加强意识。 【关键词】电子商务；粉丝经济；经营收益；品牌宣传推广 Research on the Influence of Fan Economy on Brand Turnover in E-commerce Environment [Abstract] Objective: As an emerging business model, Fan Economy is gaining momentum in the consumer market in recent years. The purpose of this study is to provide objective suggestions for brand enterprises in terms of publicity and promotion by analyzing typical fan economy cases in the e-commerce environment and combining with the development stage of the brand enterprises. Methods: Literature research method and inductive analysis method were used to summarize the development status of fan economy, and case study method was used to analyze the impact of fan economy on brand revenue generation with specific examples, so as to draw conclusions and provide objective suggestions for brand enterprise publicity and promotion. Results: With relevant background and the concept, through the analysis of typical fan economy cases based on star artists and online celebrities, it was found that the fan economy has a huge positive effect on brand turnover, fan economic impact on brand marketing is more and more important, this meaning of the results provide the corresponding promotion decisions for brands at different stages of business development. Conclusion: The in-depth development of Internet technology is changing peoples consumption and social forms. Thus, enterprise brands should adapt to the development of the times and adjust their development strategies in time. The fan economy is prevalent, and it has an increasing impact on the bran