我国网红经济发展的现状、问题及对策研究.docx

我国网红经济发展的现状、问题及对策研究 摘要：如今盛行的互联网经济环境下，近几年来我国的网红经济具体良好的发展空间，在未来的几年内仍有良好趋势，在这个过程中，网红经济疯狂冲击传统经济。本文以电商直播为例，以文献分析法、信息对比分析法相结合为基础，从兴起阶段、发展规模及其受众群体、网红产品情况等方面深入分析了网红经济的商业模式发展现状，并结合其特点与发展趋势，分析网红经济所存在的问题，结合具体事例来深入解读，最后提出政府监管、行业平台自律与网红规范等的对策。随着社会趋势的发展下，转换了客户与传统商家的角色机制，在顺应互联网经济环境下，以电商直播以进行社交，粉丝可通过碎片化的时间来观看。 基于网红运营团队的打造，主动树立“网络红人”（简称：“网红”）个人形象来聚集人气，与受众在直播平台上互动而产生的信任，同时引入品牌化运营、供应链革新的理念，保持网红持续输出，而带动网红经济的发展。希望通过本文的研究，能为政府监管和行业平台管理提供一个参考和模式创新的思路，营造出健康积极的电商直播环境，使得网红们可激发出各自的风格魅力和经营变现能力，摆脱低俗恶搞风气，确保我国网红行业和网红经济健康、有序的发展。 关键词：网红经济，网红，电商直播，监管  Research on the Current Situation， Problems and Countermeasures of the Development of China's Internet Celebrity Economy Abstract: In today's prevailing Internet economic environment, web celebrity economy in China in recent years specific good development space, in the next few years there is still a good trend, in this process, web celebrity economy crazy impact on the traditional economy. Based on live electrical business as an example, through literature analysis, information analysis method as the foundation, from the rising stage, development scale and audience, the respect such as web celebrity product situation in-depth analysis of the current situation of web celebrity business model of economic development, and combined with the characteristics and development trends, analysis of the problems existing in the web celebrity economy, combined with concrete examples to in-depth interpretation, finally puts forward the government regulation and industry platform self-discipline and web celebrity norms such as countermeasures. With the development of the social trend, the role mechanism between customers and traditional businesses has been changed. In accordance with the economic environment of the Internet, e-commerce live broadcasting is adopted for social communication, and fans can watch it through fragmented time. Based on the construction of web celebrity operation team, the company takes the initiative to establish the personal image of "