基于“网红效应”的商业地产引流产品配置策略设计  

Strategic Design of Commercial Real Estate Drainage Product Allocation based on"Net Celebrity Effect"

作　　者：郑刚强[1,2] 邹冰婕 李沛钊 Zheng Gangqiang;Zou Bingjie;Li Peizhao(Wuhan University of Technology,Wuhan 430070,China;Institute for Advanced Study,Wuhan University of Technology,Shangyu District,Shaoxing 312300,China)

机构地区：[1]武汉理工大学,武汉430070 [2]绍兴市上虞区武汉理工大学高等研究院,浙江绍兴312300

出　　处：《艺术与设计（理论版）》2022年第2期107-109,共3页Art and Design

基　　金：2020年度国家社会科学基金艺术学项目(编号:20BG130):“设计产业化”理论研究及实践探索

摘　　要：随着互联网的快速发展,从中衍生出的社交媒体所带来的经济效益日趋明显,"网红效应"影响下的营销模式受到大众的广泛关注。为探究新的产业模式下符合商业地产引流的策略,有效的帮助地产企业通过产品配置策略实现降本增效、提升市场竞争力。文章以经济效益最大化为出发点,通过对社会现有互联网营销案例分析、文献研究及经验效果总结,归纳引流特征、分析网红引流的商业手段,结合大众欣赏消费习惯,提出依托于"网红效应"的商业地产引流策略,即紧密结合"网红效应"的商业地产引流推广,顺应时代发展,创造出新的经济收益。With the rapid development of the Internet,the economic benefits of social media derived from it have become increasingly obvious,and the marketing model under the"net celebrity effect"has attracted widespread attention from the public.In order to explore strategies that are in line with commercial real estate diversion under the new industry model,it effectively helps real estate companies to reduce costs and increase efficiency and enhance market competitiveness through product allocation strategies.Based on the maximization of economic benefits,the article summarizes the drainage characteristics,analyzes the commercial methods of online celebrity drainage,and proposes to rely on the public's appreciation and consumption habits through case analysis,literature research and empirical results of existing"net celebrity"products in the society."Internet celebrity effect"strategy of diversion of commercial real estate.The commercial real estate drainage promotion,which closely integrates the"net celebrity effect",conforms to the development of the times and creates new economic benefits.

关 键 词：网红效应 商业地产 引流策略 

分 类 号：G206.3[文化科学—传播学] J02[艺术—艺术理论]