社会化网络时代中粉丝的消费心理观及营销策略

The Consumption Psychology and Marketing Strategy of Fans in the Era of Social Network

基于社会化网络时代的背景,概述粉丝的概念,总结粉丝群体的消费心理及行为特点,探讨因粉丝消费衍变而来的粉丝经济的本质、特点和类型及其三种模式,梳理针对粉丝消费而应采取的营销策略。旨在推动国内关于本领域的研究,引起经营者对粉丝消费者的重视,为粉丝营销的策略制定提供思路。

Based on the background of the social network era, summarize the concept of fans, summarizes the consump- tion psychology and behavior characteristics of the tan group, and probes into the essence, characteristics and types of the tan economy because of the change of fan consumption and three modes. At the same time, it combs the marketing strategies that should be taken to eliminate the fan expense. Aims to promote domestic research in this field, arouse the attention of op- erators to tans, and provide ideas for tonnulating strategies tor tans marketing.