内容型网红经济商业模式及其发展研究

发布时间：2018-01-03 13:06

本文关键词：内容型网红经济商业模式及其发展研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年被称为网红经济爆发元年。网红经济作为一种新兴的经济形态,正以惊人的速度和规模迅速发展,并对社会政治经济产生巨大影响。内容型网红作为3.0时代网红的典型代表,其传播内容、传播价值、商业模式在网红经济中有着最高的社会价值和最强的生命力。内容型网红是中国网红向优质内容输出的转型升级。内容型网红经济的发展构建了一个共享媒体的时代,使观点和信息成了新的经济增长点。本文以内容型网红经济为研究对象,在对内容型网红经济概念、产生背景和分类进行清晰梳理的基础上,从传播主体、内容生产、社交资产累积和商业变现四个方面,结合具体案例对内容型网红经济的商业模式进行深入解读和分析。在传播主体方面,内容型网红具有多元化、个人特质凸显,价值阐释力高和商业属性凸显三方面特征。在内容生产方面,大众领域内容型网红生产的内容选题贴合生活,关注社会热点,内容语言表达方式贴近大众,易于理解和传播。垂直领域内容型网红生产的内容选题紧密结合社会热点,专业性和实用性强。内容型网红通过多渠道、跨平台、立体化的富媒体传播方式扩大影响力,积累受众基础。然后通过网络社群的建立和互动,提高受众粘性和忠诚度,进一步将受众转化为具有变现潜力的社交资产。目前内容型网红主要采用广告、知识付费、内容电商、线下活动和打造文化产业五种变现方式,其中广告是最普遍的变现方式。内容型网红经济的快速发展也为其带来了一些问题,笔者运用定量分析和定性分析相结合的方法,提出内容型网红经济商业模式存在传播主体缺乏品牌形象设计,理性启蒙不成熟;内容生产信息表现形式单一,原创动力不足;变现环境不成熟,缺少稳定持久的变现方式的三个层面的问题。基于内容型网红经济商业模式的发展的问题与瓶颈,笔者从传播主体IP化,内容生产微型化、垂直化、工具化,社群运营精细化和商业变现产业链化四个方面提出了一系列发展建议和策略。希望能为内容型网红经济商业模式的稳定持续发展提供借鉴意义。
[Abstract]:In 2016, it is called the first year of the net Red economy. As a new economic form, the net Red economy is developing rapidly at an astonishing speed and scale. It has a great impact on social politics and economy. As a typical representative of internet popularity in the 3.0 era, the content and value of its dissemination. The business model has the highest social value and the strongest vitality in the net red economy. The content type net red is the transformation upgrade of the Chinese net red to the high quality content output. The development of the content type net red economy constructs a shared media. The times. Make the view and information become the new economic growth point. This article takes the content type net red economy as the research object, in the content type net red economy concept, produces the background and the classification carries on the clear comb foundation, from the dissemination main body. Content production, social assets accumulation and commercial realization of four aspects, combined with specific cases of the content of the Internet Red economy business model in-depth interpretation and analysis. In the dissemination of the main body, the content of the Internet Red has a diversity. Personal characteristics highlight, high value interpretation and commercial attributes highlight the three characteristics. In terms of content production, the content of the mass domain content online red production topics fit to life, pay attention to social hot spots. Content language is close to the public and easy to understand and spread. The content of vertical field content online red production closely combined with social hot spots, professional and practical. Content online red through multiple channels, cross-platform. The three-dimensional rich media communication way expands the influence, accumulates the audience foundation. Then through the network community establishment and the interaction, enhances the audience stickiness and the loyalty. At present, content-based internet celebrities mainly use advertising, knowledge payment, content e-commerce, offline activities and the creation of cultural industries to realize five ways. Among them, advertising is the most common way to realize it. The rapid development of content-based Internet Red economy also brings some problems. The author uses the method of combining quantitative analysis and qualitative analysis. It is pointed out that there is a lack of brand image design and rational enlightenment in the commercial model of content-based net red economy. The content production information expression form is single, the original motive force is insufficient; The realization environment is not mature, the lack of stable and lasting realization of the three levels of the problem. Based on the content of the development of Internet Red business model problems and bottlenecks, the author from the dissemination of the main IP, content production miniaturization. Perpendicularity, instrumentation. This paper puts forward a series of development suggestions and strategies in the four aspects of community operation refinement and business realization industry chain, hoping to provide reference for the stable and sustainable development of the content based online Red business model.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

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