新媒体时代网红“李子柒”的商业运作模式研究  

作　　者：张宏伟 韩红[1] 

机构地区：[1]中国政法大学光明新闻传播学院 [2]中国政法大学传播学研究所

出　　处：《北京文化创意》2022年第2期44-52,共9页Beijing Culture Creativity

基　　金：中国政法大学钱端升杰出学者支持计划资助项目(项目号:DSJCXZ180411)资助。

摘　　要：新媒体发展稳步向前,网红作为流量经济下的产物,其自身形态也发生了重要变化。片面博眼球、赚关注的网红发展之路受限,同时具备一定专业素养的“文化网红”兴起,并逐渐从网红市场走向了公众视野中心,在后续发展路径、影响力等方面都日益向明星靠拢。作为优质“文化网红”的代表,作为类明星产品,李子柒似乎找到了一种较为独特、可持续发展的商业运作模式,即“专业短视频内容+社群+电商”。这一模式具有市场定位精准、专业化分工合作、文化外部性明显的特点。当然,其商业化运作中也面临不少问题,需要在产品与内容匹配、内容创新、品牌管理、自身话语权维护和关注文化独立性等方面进行优化。With the steady development of new media, Online influencer, as a product of the flowe-conomy, has also undergone important changes in its own morphological. The development of online celebrity, which is purely eye-catching and attention-seeking, is limited. "Cultural influencers" with a certain degree of professionalism are gradually emerging and moving from the Netflix market to the center of public view, increasingly approaching the stars in terms of subsequent development and influence. As a representative of high-quality cultural influencer and similar-star product, Li Ziqi found a unique and sustainable business operation model, that is "professional short video+ community + e-commerce". This model has the characteristics of precise market positioning, specialized division of labor and cooperation, and obvious cultural externalities. Of course, it also faces many problems in its commercial operation, which needs to optimize in terms of product and content matching, content innovation, brand management, maintenance of voice, and attention to cultural independence.

关 键 词：李子柒 网红 商业运作模式 

分 类 号：F42[经济管理—产业经济]