试论网红经济及其发展路径——基于传播逻辑与商业逻辑的双重视角

移动互联技术的发展进一步推进传播生态的变革,也为营销领域带来全新的机遇。作为"互联网+"时代的一个重要产业实践,网红经济兴起的背后有其传播逻辑和商业逻辑,其本质是价值观和注意力资源的货币化。当前网红经济商业模式日益清晰,产业系统已然形成。但其在发展上还面临核心链接尚未稳固、同质化严重、盈利能力不足以及先天道德缺失等一系列风险。只有通过强化网红传播平台的核心地位、推进网红IP化与平台的品牌化发展、不断创新盈利模式、完成道德净化等,才能保障网红经济产业的长期健康发展,使之高效服务于我国的市场经济建设。

The development of mobile Internet technology has not only promoted the transformation of communication ecology, but also brought new opportunities for marketing. The rise of Web Celebrity Economy, as an important industry practice of ＂ Internet ＋＂era, has its communication logic and business logic, whose essence is the monetization of values and attention resources. Currently, the Web Celebrity Economy＇s business model has become increasingly clear, and its industrial system has been formed, but it still faces a range of risks, including unstable core link, severe homogeneity, inadequate profitability and moral deficiency. So only in the way of strengthening the core position of Web Celebrity communication platform, promoting the Web Celebrity＇s Intellectual Property right and communication platform＇s branding, renewing profit model and completing moral purification can we safeguard the long-term healthy development of the Web Celebrity Economy＇s industry, and make it serve the market economy construction of our country efficiently.