中国网红经济的发展与监管

The Development and Regulation of China’s Internet Celebrity Economy

近年来,随着移动互联网的发展,“网红经济”这一新兴经济现象出现在大众视野中,并吸引了人们广泛关注。“网红经济”以网络达人为具体形象代表,将红人的品味及眼光作为指导实现推广目标,促使社交媒体中的人气得到聚集,进而依靠粉丝群体做出适当营销,充分发挥粉丝的购买力。随着微博、微信、小红书等社交媒体的兴起与进步,以及众多视频网站平台的兴起,产生并培育了大量网红,这些网红有大量粉丝支持,在某个领域影响力较大。与此同时,淘宝平台自身开放程度较高,网红可以借助这个平台实现变现目标,但是变现过程中不断发生网红经济传播失范现象,给社会和网络文化造成了不良影响。因此,本文提出相关建议,期望有助于中国网红经济走向持续健康发展道路。

In recent years,with the development of the mobile Internet,the emerging economic sign of the Internet celebrity economy has appeared in people’s view and widely attracted their attention.The“Internet celebrity economy”takes network celebrities as the specific image representatives,takes the taste and vision of the celebrity as the guidance to achieve the promotion goal,promotes the popularity of social media,and the promotion relies on the fans to make appropriate marketing and gives full play to the purchasing power of fans.Along with the rise and progress of social media such as Weibo,WeChat,Xiaohongshu,and many emerging video websites and platforms,there are a large number of Internet celebrities that have the support of fans and have a large influence in new fields.Meanwhile,the platform Taobao is more open,and Internet celebrities can use this platform to achieve the goal of cashing in,but the process of cashing in is constantly occurring in the spreading misconduct of the Internet celebrity economy,which has caused adverse effects on society and online culture.Therefore,this paper gives corresponding suggestions to help China’s Internet celebrity economy take sustainable and healthy development paths.