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1、北京理工大学珠海学院2020届本科生毕业论文A Study on the Internet Celebrity Economy in the New Media Era学 院： 外国语学院专 业：姓 名：指导老师：商 务 英 语谭 心 瑜学 号：职 称：161005103932王 芹讲 师中国珠海二二 年 五 月北京理工大学珠海学院2020届本科生毕业论文毕业论文诚信承诺书本人郑重承诺：我所呈交的毕业论文 A Study on the Internet Celebrity Economy in the New Media Era是在指导教师的指导下，独立开展研究或调查所取得的成果，文中引用他人
2、的观点和材料，均在文后按顺序列出其参考文献，文中所使用的数据真实可靠。承诺人签名： 谭心瑜 日期： 2020 年 5 月 10 日A Study on the Internet Celebrity Economyin the New Media EraAbstractWith the arrival of the new media era, Internet celebrities become popular rapidly. Then Internet celebrity economy, different from others economy model, becomes a ne
3、w economic model, which quickly comes into peoples life and creates lots of fortune.By exploring the development process of Internet celebrities and Internet celebrity economy, this paper studies several realization models of Internet celebrity economy, and makes an in-depth analysis of Internet cel
4、ebrity economy through SWOT. Then, it aims to find out the challenges and puts forward suggestions according to the present situation of the Internet celebrity economy, which is meaningful for the good operation and development of the future business model.Keywords: Internet celebrity, new media, In
5、ternet celebrity economy 新媒体时代下的网红经济摘 要随着新媒体时代的到来，网红迅速火爆起来。与其他经济不同，网红经济是一个新的经济模式，它迅速地进入了公众的生活，并且创造了不少的财富。本篇论文通过探究网红和网红经济的发展历程，研究关于网红经济的几种变现模式，并且通过SWOT，对网红经济的现状进行深入分析，发现存在的挑战，提出有利的建议，这对未来商业模式的良好运行和发展有一定的价值。 关键词：网红；新媒体；网红经济IIIContentsAbstract摘 要Introduction11 The Development of Internet Celebrities31.
6、1 Internet Celebrity 1.0 Era3 1.2 Internet Celebrity 2.0 Era31.3 Internet Celebrity 3.0 Era42 Realization Models of the Internet Celebrity Economy5 2.1 The Direct Realization Models52.1.1 Advertising5 2.1.2 Rewarding62.1.3 Training72.2 The Indirect Realization Model83 The SWOT Analysis of the Intern
7、et Celebrity Economy10 3.1 Strengths10 3.1.1 Close Relation with Fans10 3.1.2 Excellent Internet Celebrities113.2 Weaknesses11 3.2.1 Negative Information11 3.2.2 Brand Image Maintenance123.3 Opportunities133.3.1 The Rise of New Media Era13 3.3.2 The Development of E-commerce Platforms133.4 Threats14
8、3.4.1 Short Life Cycle14 3.4.2 Strict Supervision154 Suggestions on Developing the Internet Celebrity Economy174.1 Improve the Quality of Contents174.2 Strengthen Regulations184.3 Raise the Rationality of Consumption18Conclusion19References20Acknowledgments21IntroductionWith the rapid development of
9、 the Internet technology, the word “Internet celebrity” appeared and then exploded in 2016. As a profession, Internet celebrity is becoming more and more popular among people. Internet celebrities can make money from their fame by making use of their influences on fans. Therefore, the population of
10、Internet celebrities in China has been expanding in recent years. For its ample reward, a large number of people choose to become an Internet celebrity for making a living. There is no doubt that it is an outcome of the development of economy, science and technology. Until now, the development of In
11、ternet celebrity has gone through three stages, namely, Internet Celebrity 1.0 Era, Internet Celebrity 2.0 Era and Internet Celebrity 3.0 Era. Each era has its own styles and characteristics influencing the developing trend of Internet celebrities.It is found that the emergence of Internet celebrity
12、 has changed peoples ways of living, consuming and information gaining. Therefore, here comes a new economic model “Internet celebrity economy”, which is booming recently. The realization models of Internet celebrity economy can be divided into direct realization models and indirect realization mode
13、ls. What is more, the direct realization models can also be subdivided into three groups, which are advertising, rewarding and training. People can understand how the Internet celebrity economy runs and creates wealth by studying these realization models. For these reasons, it always makes sense to
14、do such analysis for better understanding the commercial value and business outlook created by these models.In the context of the new media era, this paper makes a further analysis to study the Internet celebrity economy through SWOT analysis. The Internet celebrities close relation with fans and go
15、od quality of contents are the strengths. And the weaknesses are the spread of negative information on the Internet and the difficult maintenance of brand images. Moreover, the rise of new media era and the growth of e-commerce platforms are challenging the Internet celebrity economy. What is more,
16、the short life cycle of products and the strict supervision of government are regarded as its threats. By doing the SWOT analysis, we can clearly find out the existing problems and challenges of the Internet celebrity economy, which result in some constructive measures. This paper also gives some su
17、ggestions on the further development of the Internet celebrity economy. Not only Internet celebrities, but also the government and consumers should take actions to develop the Internet celebrity economy. The Internet celebrities ought to improve the quality of contents by making great innovations an
18、d shaping their own personalities. Their qualities need to be strengthened and their professional marketing teams need to be increased. What is more, the government should take measures to strengthen regulations by enacting laws and regulations in order to spread positive energy and guide correct pu
19、blic opinions. Besides, consumers are supposed to enhance the rationality of consumption, which can help them form a correct concept of consumption and avoid some misleading recommendations of products. When Internet celebrities, government and consumers take actions respectively, the Internet celeb
20、rity economy will surely continue to thrive in the new media era.1 The Development of Internet CelebritiesInternet celebrities refer to the individuals who use Internet media to show themselves and reach their goals on the Internet which they can not achieve in reality. They quickly come to the high
21、light, attracting wide attention and becoming famous (W.B. Wang, 2016).In fact, Internet celebrities are those who become well-known on the Internet. In addition, they rely on the popularity and attention of netizens to become popular. As Internet celebrities, they have been noticed by netizens in r
22、eality or on the internet for some events or behavior, attracting peoples attention. In recent years, they constantly update their contents and become popular with their talents, appearances and personalities (Z.Q. Wang, 2017).1.1 Internet Celebrity 1.0 EraIn the Internet celebrity 1.0 era (about 19
23、97-2003), Han Han, Guo Jingming, Anne Baby and a group of outstanding characters are well-known for their literary talents and poplar network novels. At this time, their novels entirely attract netizens by plots to gain resonance, with a single and direct form (Z.Q. Wang, 2017). And they are charact
24、erized by making fun of the words and pictures, which have won great attention on many online platforms such as TianYa, Baidu, Tieba and Weibo. Most of the celebrities at that time were a little deviant, with a sharp, humorous and nonsense writing style. Therefore, those platforms open new ways for
25、those who are not as good as orthodox literature writers, providing them free and unprecedented broad places.Online writers are greatly admired by netizens for their close and simple transmission (Li, 2017). The main remuneration is readers royalty. In this period, the Internet celebrity economy has
26、 turned up, with relatively simple business model and weak liquidity (Cao, Chen, & Wei, 2017).1.2 Internet Celebrity 2.0 EraIn the Internet celebrity 2.0 era (about 2003-2008), sister Furong, Luo Yufeng, Sister Milk Tea and other people attract peoples attention by releasing eye-catching pictures an
27、d sharp words. At this time the way of hype and media communication capacity have been enhanced. Therefore, the popularity of Internet celebrities increased quickly, and they also became the heated subjects of debates among people (Z.Q. Wang, 2017).However, during this period, Internet celebrities c
28、ould not directly turn their popularity into cash on the network platform, but they can realize financial goals through offline activities, such as variety shows, advertising activities, or even entering the entertainment industry (Cao et al., 2017). What is more, their specific performances which a
29、re widely criticized get much attention from people. However, in these two periods, Internet celebrities have become hot spots on the Internet, but they do not divert their attention into economic realization. Therefore, the Internet celebrity economy is not obvious in these two eras (Li, 2017).1.3
30、Internet Celebrity 3.0 EraWith the rapid growth of the Internet technology and the expanding of online platforms in 2016, a new generation of Internet celebrities has emerged. In the Internet celebrity 3.0 era, they rely on personal IP and diversified we-media from multiple channels, showing individ
31、ual glamour, attracting fans and creating economic value. It is their fresh and variable content creation that gradually accelerates the Internet celebrity economy, which is influencing the development of this era.In the Internet celebrity 3.0 era, Internet celebrities get involved in three things:
32、e-commerce, live broadcast and contents. These three types have different areas of involvements and operations.First, Internet celebrities of e-commerce attract their fans attention by sharing photos of nice appearances and high-quality lifestyles. They recommend the products through pictures and vi
33、deos of their own stores, gradually guiding their fans to their e-commerce platforms to buy goods.Second, Internet celebrities of live broadcast mainly interact with fans on various live broadcasting platforms. They show their skills and talents, expecting fans to reward them. During this time, the
34、Internet celebrities are mostly young girls who attract millions of fans with MicroBlog, WeChat, official accounts and so on. To some extent, this kind of Internet celebrities has leading a fashionable trend. At the same time, their influences on fans are used to operate their online stores so that
35、they can stimulate the pursuit and imitation of many followers (Li, 2017). This type of Internet celebrities requires more technical expertise and talents. Moreover, in order to become a leader in this field, they should not only have the ability to attract fans but also the capacity to retain them.
36、Third, content-based Internet celebrities attract fans attention with short, funny, personal and trenchant videos or words. And it takes place in the 3.0 era when the Internet celebrity economy becomes blooming (Z.Q. Wang, 2017).2 Realization Models of Internet Celebrity EconomyAs a new business mod
37、el, the Internet celebrity economy shows Internet celebrities obtain economic benefits by making use of their public influences and popularity after becoming popular online. It emerged following with the popularity of Internet celebrities (W.B. Wang, 2016).The core of the Internet celebrity economy
38、is actually Internet celebrity. They turn the fans into consumers. Internet celebrities have a large number of followers because of their appearances, characteristics, talents and remarks attracting fans (Cao et al., 2017). The realization model of Internet celebrity economy can be classified into t
39、wo types, namely, the direct realization models and the indirect realization model. And the direct realization models include advertising, rewarding and training, while the indirect realization model is mainly e-commerce realization. 2.1 The Direct Realization ModelsThe direct realization models mai
40、nly consist of advertising, rewarding and training, which are very common in our lives. Here are more detailed analyses of these realization models.2.1.1 AdvertisingAdvertising, a type of realization models, is being used most directly and widely. Having a mass of fans, many Internet celebrities are
41、 leaders of opinions and it is easy for them to have effects on the consumption trend of fans. In addition, Internet celebrities attract fans on various social networks and insert the advertisements in the contents to promote products. And their fans will be attracted and willing to pay money for th
42、e goods. Moreover, the majority of businesses grab the opportunity to hire them for the product endorsement, which can produce a very strong advertising effect (Cao et al., 2017).It is no denying that the Internet celebrity is the producer of contents. He has a strong ability to grasp contents and c
43、an easily reach a consensus with fans. Imagine an Internet celebrity has 5 million followers and 1 million followers pay attention to his social network every day. If a fan is worth a dime, then he can earn 100,000 of advertising fees at a time as you can see, the advertising revenue is really rewar
44、ding.For example, a singer, Xue Zhiqian increased his reputation and the number of fans by working with some brands on the advertising. At the same time, he inserted humorous and nonsensical jokes into the advertising which has a strong appeal to many fans. Once he cooperated with Wanba APP for publ
45、icity, he inserted the jokes which create a real and funny atmosphere into the advertising. Fans were surprised and amused by the message, when realizing it was an advertisement. From then on, when reading the jokes, fans will be curious about whether advertisements are inserted or not. Blending wit
46、h jokes is a very useful method of content marketing. In terms of the popularity of Xue Zhiqian and the increasing rate of his jokes, the advertisement placement can highlight the individual characteristics with almost no fans rejection. A brand must consider the personalities and characteristics of
47、 the Internet celebrity and whether its fans are consistent with the brands audience. Internet celebrities prefer to promote their products by some acceptable approaches which are liked by fans and are familiar with fans.Li Jiaqi, becoming famous for selling 15,000 lipsticks in five minutes, rises t
48、o fame overnight. As a well-known makeup blogger, he recommends goods to the fans. Then he became famous by broadcasting live trials and evaluating the beauty products. Due to the high quality of evaluation content, he has won the cooperation of many famous brands by virtue of his high popularity and extraordinary ability to recommend goods. Big brands can gain higher