探析新媒体时代下的网红经济现象  

On the phenomenon of internet celebrity economy in the new media era

作　　者：乔芸[1] Qiao Yun(Xinhua News Media Group,Nanjing,Jiangsu,210092)

机构地区：[1]新华报业传媒集团,江苏南京210092

出　　处：《市场周刊》2023年第1期6-9,共4页Market Weekly

摘　　要：近年来,随着互联网和新媒体的迅猛发展,网红经济以新兴的经济模式崛起,它冲击了传统的销售模式,改变了互联网公共环境,辐射影响着许多行业发展。网红经济的发展在刺激消费、促进就业、带动产业等方面一方面为生产经营注入新鲜活力,另一方面也给经济发展带来新的挑战。针对这一热点问题,文章从发展现状、驱动因素、变现方式、积极影响、存在的问题以及未来的发展趋势等方面对网红经济现象进行具体分析,进一步挖掘网红经济的潜在影响,更好地优化网红经济发展路径。In recent years,with the rapid development of the Internet and new media,internet celebrity economy has emerged as a new economic model,which has impacted the traditional sales model,changed the public environment of the Internet,and affected the development of many industries.On the one hand,the development of internet celebrity economy has injected fresh vitality into production and operation,on the other hand,it has also brought new challenges to economic development in terms of stimulating consumption,promoting employment and driving industries.In view of this hot issue,this paper will make a specific analysis of the internet celebrity economy from the aspects of its development status,driving factors,realization methods,positive effects,existing problems and future development trends,and further explore the potential impact of internet celebrity economy to better optimize the development path of online red economy.

关 键 词：网红 网红经济 精准营销 

分 类 号：F49[经济管理—产业经济]