新媒体背景下网红经济营销模式的特征优势及应用研究

Research on the Characteristic Advantages and Application of Internet Celebrity Economic Marketing Model under the Background of New Media

本文首先概述了网红、网红经济以及网红经济营销模式的内涵及形成;其次指出网红经济模式具备内容标签化、营销娱乐化、变现速度快的特征,同时具备粉丝效应、有冲击力的营销视频以及“接地气”的推广方式;最后分析新媒体背景下网红经济营销模式的应用策略,为发挥网红商业价值、提高产品品牌营销效果提供一定的参考。

This article first summarizes the connotation and formation of internet celebrities,internet celebrity economy,and internet celebrity economic marketing models.Secondly,it points out that the internet celebrity economic model has the characteristics of content labeling,marketing entertainment,and fast realization speed,while having fan effect,impactful marketing videos,and more popular promotion methods.Finally,it analyzes the application strategy of internet celebrity economic marketing mode under the background of new media,and provides a certain reference for exerting the commercial value of internet celebrities and improving the effect of product brand marketing.