红人经济中的消费者信任研究——基于KOL与KOC视角

互联网对粉丝经济的赋能催生出红人经济,KOL与KOC成为红人经济的核心构成部分,其崛起之势离不开消费者信任。本文基于文献与专家甄别法,开发了红人经济情境下消费者信任测量量表,运用问卷调查法验证了量表信效度,并以KOL与KOC为组别进行了对比分析。研究发现,新量表包括能力信任、善意信任、诚实信任、魅力信任和制度信任5个测量维度以及16个测量题项,粉丝消费行为受信任感驱动,而对KOL的信任更多源自能力和魅力,对KOC的信任更多源自善意和诚实。

红人经济模式下旅游直播与短视频融合发展路径研究--基于5T模式理论分析

“直播+短视频”带货已成为众多商家和消费者颇为青睐的营销模式和购物方式,红人经济的赋能下,旅游行业也迎来了新的发展机遇。基于5T模式口碑营销理论,以头部在线旅游企业携程旅行网为研究案例,分析其在短视频平台上的“直播+短视频”营销策略,结果表明携程旅行网的直播策略和短视频内容运营契合当下消费者的消费习惯,效果良好并为同类旅游企业的发展带来可借鉴经验,指明流量时代旅游企业的发展方向。依据研究结果,提出旅游直播与短视频融合发展路径对策,助力习近平新时代旅游新经济形态的构建。

“红人经济”对农产品营销作用影响研究

“红人经济”作为数字化背景下新经济的重要衍生物,以直播等方式建立社群,对消费过程中“人、货、场”的结合起到促进作用。基于此,本文从实证研究角度开展数字化背景下“红人经济”对农产品营销作用影响研究,就如何优化“红人经济”与农产品的结合提出对策建议。

价值创造视角下IMS天下秀商业模式创新研究

近年来,随着红人新经济的快速发展,红人经济市场扩大效应逐渐显现。IMS(天下秀)作为红人新经济领域的龙头企业,以大数据等技术创新为驱动,秉承“去中心化”的理念,充分发挥红人经济+X的优势,形成了特有的价值链和价值网络。本文基于价值创造视角结合商业模式的三个顶层要素及其子要素为框架构建IMS(天下秀)商业模式创新模型,揭示了其价值创造和商业模式创新的路径和机理。红人新经济企业的商业模式创新应以大数据技术为驱动,为企业寻找合适的、可持续发展的商业模式。

Assessment of China's Qualitative Demographic Dividend for Economic Growth during 2016-2020

Given the great strides that China＇s education sector has made in recent decades, it can be expected that the overall workforce quality of exiting China＇s labor market in coming one or two decades will be relatively low, while the overall quality of workforce newly entering into China＇s labor market will be high. As the new, bettereducated generation takes over, China＇s workforce quality will be vastly improved. This in turn will promote economic growth. We refer to economic growth arising from improved workforce quality as qualitative demographic dividend. Using the computable general equilibrium （CGE） model, this paper investigates the relationship between workforce quality improvements and economic growth. According to the model＇s results, an improvement in workforce quality will raise the economic growth rate by about two percentage points per annum between 2016 and 2020 and by 10 percentage points cumulatively by 2020. In other words, GDP will be 1.1 times the level of baseline GDP by 2020 due to the improved education levels. Given different production functions across sectors, the improvement of workforce quality will affect different sectors in different ways. On the whole, the improvement of workforce quality is more favorable to the development of capital-intensive sectors and sectors with rapid technology progress. According to this paper, considering the improvement of workforce quality, we cannot conclude that China＇s potential economic growth rate has already begun to decline. Despite diminishing conventional quantitative demographic dividends, China ＂s qualitative demographic dividends will keep rising. Qualitative demographic dividends will further push forward China＇s industrial restructuring and the strategic transition of industrial competitiveness from quantitative to qualitative and from an extensive to an intensive pattern of development.

新媒体环境下动漫手办市场的创新发展研究

新媒体促进了年轻人娱乐信息的多元化,促进年轻人个性化发展,也为手办消费打开巨大的空间。近年,智高文创、精英动漫、迪生数娱、维真视界、镇艺文娱等上市公司及新三板挂牌企业的净利润增速在100%以上。而手办盲盒龙头泡泡玛特也于2020年向港交所提交上市申请。高速发展的业绩反映了手办市场在新媒体、新兴消费经济环境下的创新发展,以及新媒体环境下多渠道销售的创新。

试论中国非物质文化遗产的品牌化传播

我国对非遗的保护与发展经历了渐进性的过程,目前关于非遗生产性保护的争议之一是习惯于将其视为一个确定的对象,这也使得基于非遗“原真性”的一系列政府或企业行为存在一定的偏差性,导致原生地原生传承、原生地次生传承与离散地衍生传承路径下的非遗品牌传播,面临文化流变与文化同质的现实影响。为此,可以从符号经济的角度入手,依托网红经济背景,将非遗传承人这一关键连接点培育成为品牌文化符号,再借由社群经济趋势下的媒介数字化传播,促进传承人个人品牌的分众传播,经由粉丝群体的互动实现品牌社交化传播与整合。