市场营销-探究自媒体下的网红经济论文.docx

PAGE 1 摘要 随着中国互联网的技术升级，网络红人不断更新与产生，而与之相关的网红经济不断演变，在“互联网+”的时代里网红经济已经有了较为成熟的盈利模式雏型。近年来，自媒体的发展给网红经济带来又一波热潮，并且也产生了新形态的网红经济的特点和新的盈利模式。 本文梳理了多篇文献里自媒体下的网红经济的概念，总结出网红经济的3大特点,重点阐述当前自媒体环境下的网红经济的盈利模式和受欢迎的原因。直播类型的盈利模式为打赏、广告和直播带货，自媒体类型的盈利模式为广告，软文的推广、版权收费+应用分成、衍生服务收费、会员社群付费4种模式，网红衍生类型的依然是实体的盈利模式。 自媒体下的网红经济虽然受到了越来越多企业的追捧和获得了巨大的经济效益，但是依然存在同质化严重、重运营，不注重产品品质与价值、准入门槛低，内容质量有待提高、过度宣传“网红经济”利润，误导大学生就业方向的问题。根据现有的问题，笔者给有志于在此行业发展的年轻人提出了提高产品、内容的质量，走差异化路线、打造属于自己的专属品牌、维护粉丝忠诚度，规避程序化的建议，并且希望正在发展的网红从业者要重视网红产业链的可持续性发展，政府对大学生要加强相关的教育指导，为后面想从事此行业的人员提供一个光明的环境。 关键词：网红经济 自媒体 盈利模式 Abstract With the upgrading of Internet technology in China, Internet celebrities are constantly updated and produced, and the web celebrity economy related to them is constantly evolving. In the era of Internet +, web celebrity economy has had a relatively mature model of profit. In recent years, the development of we media has brought another wave of upsurge to web celebrity economy, and also produced the characteristics of a new form of web celebrity economy and a new profit model. This paper sorts out the concept of web celebrity economy under we media in many literatures, summarizes three characteristics of web celebrity economy, and focuses on the profit model and the reasons for its popularity under the current we media environment. The profit model of live broadcast is reward, advertisement and live broadcast with goods; the profit model of we media is advertisement; the promotion of advertorials, copyright fee + application fee, derivative service fee, and member community payment are 4 models; the derivative model of web celebrity is still the entity profit model. Since the media under the web celebrity though the economy has been more and more enterprises sought and obtained the huge economic benefits, but there is still a serious homogeneity and heavy, dont pay attention to product quality and value, low barriers to entry, content quality improvement, excessive publicity web celebrity economy profits, mislead