关于网红营销模式的研究

最近这两年，随着移动互联网的高速发展和社交方式的迭代升级，各种直播、短视频等自媒体形式在网络上遍地开花。网红，已经不再像多年前凤姐、芙蓉姐姐那个时代一样含有贬义色彩，而成为大家司空见惯，甚至津津乐道的一个群体。网红直播，渲染气氛，宣传产品，给出链接，这种最基本的网红营销模式已经不知不觉渗透进我们的生活当中。部分网红的吸睛能力、对大众观念的影响能力以及现实的的吸金能力是非常惊人的，部分新兴行业的主要营销模式已经变成了网红营销，由此可见网红营销的价值是巨大的。然而，网红营销依然存在着网红持续吸引关注的能力不够，网红自身形象的不稳定性对于品牌形象会造成不确定的影响等问题。作为一个市场营销系的学生，我想从学术的角度，运用4P营销理论等方法对这样一个热点的社会现象做专业的研究。

关键词：  网红分类    市场营销    变现模式    社会影响

Research of Internet Celebrity Marketing Model

ABSTRACT
In the recent two years, with the rapid development of mobile internet, many people become famous on the internet. Internet celebrity become common and popular , no longer be looked down as many years ago. And the internet marketing model has unwittingly infiltrated into our lives. The influence and the marketing ability of some internet celebrities are amazing. Internet marketing has become the main marketing model of some emerging industries. However, internet marketing still has some problems. For example, nobody can attract attention forever. And the instability image of internet celebrities will cause uncertain impact to company. As a marketing department student, I want to do a professional study of the hot social phenomenon from the academic point of view.

Key Words:  Classification  Marketing  Profit  Social Influence

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