自媒体时代网红营销模式研究—以快手为例.pdfVIP

摘 要 随着信息时代的快速发展，互联网技术已经占据了市场经济的很大一部分，而这 也催生出诸多类型的网络营销模式，如在线商店等。无论是网红直播市场营销，还是 可以通过网红景点进行营销，总之越来越多的人需要依靠“网红”这个代名词，利用 其存在的“粉丝经济效应”来达到企业营销目的。本文基于其特性研究了网红营销模 式目前存在的问题、制约网红营销模式的因素以及在信息时代网红营销模式的影响， 并分析其未来的发展前景。本篇文章采用了文献分析法和案例分析分析法 基于快手平 台的网红营销模式进行系统分析。通过自媒体的视角研究网红”的营销模式，着重于 探究与分析了“网红”的传播方式、流量变现，并在此基础上，探讨现有市场营销模 式的利弊,探求网红经济未来社会发展的趋势 从中得到启示，并对其发展不断优化 提出一些建议。虽然网红营销方法多样，但本质是一样的，最终以增加粉丝数量，提 高用户认知，实现和商业化，提升品牌营销价值为目的。同时通过本文也从营销环 境、营销管理效果和营销技术手段方面提出了一个持续化发展的建议，那就是针对性 开展“网红”营销 提高网红营销的内容质量，使得受众社群化 实施定制化的营销。 希望能给网红营销相关研究提供一些可供参考的建议。 关键词：网红，营销模式，自媒体时代，快手平台 Abstract Due to the rapid development of the network information era, Internet technology has begun to promote the formation of network marketing models, such as the neutral way of online shops and online trading platforms. And it has already occupied a large part of the current market economy. Whether its online Red live marketing or online red scenic spot marketing, in a word, more and more people need to rely on the synonym of online Red and use its existing fan economic effect to achieve the purpose of enterprise marketing. Based on its characteristics, this paper studies the current problems of the marketing mode of netred, the factors restricting the marketing mode of netred and the influence of the marketing mode of netred in the information age, and analyzes its future development prospects. Through the methods of literature analysis and case analysis, the author of this article mainly makes a comprehensive analysis of the online red marketing mode of fast-hand platform. The research on the marketing mode of Internet Red is mainly from the perspective of self-media, and from the development of Internet Red, the modeling of Internet Reds style, the promotion and dissemination of Internet Red, and the process o