网络红人服饰品牌微博传播影响因素及效果研究

发布时间：2018-04-25 00:14

本文选题：网络红人 + 服饰品牌　；参考：《浙江理工大学》2017年硕士论文

【摘要】：在经济和娱乐文化市场都飞速发展的今天,网络红人在各类媒体中人气极高,有些甚至能够拥有几十到上百万不等的粉丝。网络红人在获得关注度的同时,也具有很高的经济价值,粉丝们热衷于消费与自己偶像相关的产品。在时尚产业的驱动力下,很多网络红人都开始跨界时尚圈,参与服饰产品的设计甚至开始创立个人服饰品牌,利用自身的名气与影响力推广属于自己的服饰产品。本文以网络红人服饰品牌为研究对象,运用多种研究方法,分析网络红人服饰品牌微博传播影响因素。研究主要包含以下几个方面:首先,通过对文献的学习研究,以传播学的相关理论作为理论研究和实证分析的依据,简要介绍和总述本研究的理论基础,主要阐述了网络红人、微博传播以及网络红人服饰品牌的微博传播三个概念。以拉斯韦尔“5W”传播模型为基础,分析网络红人服饰品牌微博传播过程中的五个要素,即传播主体、主要内容、传播媒介、受众属性以及效果反馈。在理论分析的基础上,搜集与整理了十名当前知名的网络红人服饰品牌的相关案例资料,对相关情况进行分析与对比,总结国内网络红人服饰品牌基本现状,初步总结出网络红人服装品牌微博传播所存在的影响因素。并且参考借鉴己有的研究成果,通过调查问卷的形式对网络红人服饰品牌的消费群体展开了调研,分析调查结果,最终确立了网络红人服饰品牌微博传播的影响因素模型。以网络红人服饰品牌微博传播效果影响因素为基础,利用层次分析法确定各评估指标的权重,通过权重系数值展现各项影响因素对于网络红人服饰品牌传播效果的相对重要性。最后,文章对网络红人张大奕的服饰品牌微博数据进行观察、收集和归纳,对其微博传播的效果进行实例分析,并针对其传播现状进一步指出网络红人服饰品牌存在的不足,最终目的是运用研究分析结果为网络红人服饰品牌微博传播提供建设性建议。
[Abstract]:With the rapid development of economy and entertainment market, Internet celebrities are very popular in all kinds of media, some of them can even have tens to millions of fans. Internet celebrities gain attention, but also have high economic value, fans are keen to consume products related to their idols. Under the driving force of fashion industry, many Internet celebrities begin to cross the fashion circle, participate in the design of clothing products and even start to create personal clothing brands, using their own fame and influence to promote their own clothing products. This article takes the network red person clothing brand as the research object, uses various research methods, analyzes the network red person clothing brand Weibo dissemination influence factor. The research mainly includes the following aspects: firstly, through the study of literature, taking the relevant theory of communication as the basis of theoretical research and empirical analysis, the paper briefly introduces and summarizes the theoretical basis of this study, mainly expounds the network red person. Weibo communication and the network popular clothing brand Weibo dissemination three concepts. Based on the "5W" communication model of Raswell, this paper analyzes five elements in the communication process of Weibo, namely, the main body, the main content, the media, the audience attributes and the effect feedback. On the basis of theoretical analysis, this paper collects and collates the relevant case data of ten well-known online red people clothing brands, analyzes and compares the relevant situations, and summarizes the basic status quo of domestic network red people clothing brands. Preliminarily summed up the network red clothing brand Weibo dissemination of factors. And with reference to the existing research results, through the form of questionnaire to the online red clothing brand consumer group investigation, analysis of the results, finally established the network of red clothing brand Weibo transmission factors model. Based on the influential factors of the transmission effect of Weibo, the weight of each evaluation index is determined by AHP, and the relative importance of each influencing factor to the communication effect of network red person clothing brand is shown through the weight coefficient value. Finally, the article observes, collects and sums up the data of Zhang Dayi's clothing brand Weibo, analyzes the effect of the dissemination of the online celebrity clothing brand by examples, and further points out the shortcomings of the online red person clothing brand in the light of its current communication situation. The ultimate aim is to provide constructive suggestions for the dissemination of online fashion brand Weibo by using the results of research and analysis.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C913.4

【参考文献】