网红品牌资产提升路径与可持续发展研究——以W品牌为例  

Research on the Path to Enhance the Asset of Internet Red Brands and Sustainable Development——Taking W brand as an example

作　　者：卜方方 陈鑫月 陈楠[1,2] Bu Fangfang;Chen Xinyue;Chen Nan(Henan University,School of Culture and Tourism,Kaifeng,Henan Kaifeng 475001;Henan University,Research Travel Research Center,Kaifeng,Henan Kaifeng 475001)

机构地区：[1]河南大学文化旅游学院,河南开封475001 [2]河南大学研学旅行研究中心,河南开封475001

出　　处：《北方经贸》2023年第10期71-74,共4页Northern Economy and Trade

基　　金：2022年度河南省社科联调研课题(SKL-2022-2753);2022年度开封市软科学研究计划项目(2204004)。

摘　　要：近年来,随着互联网的快速发展,“网红品牌”一词逐渐进入大众视野,并被各类品牌及广大消费者所追捧。但是,成为“网红”只是开始,“网红”也并不意味着“长红”,若不积极创新、谋求发展,网红品牌也会有没落的一天。而使得网红品牌保持长红的秘诀之一就是提升其品牌资产。本文以网红品牌完美日记为例,首先阐述其品牌资产的现状并指出现存问题,然后分析其品牌资产提升路径,最后结合市场环境,对网红品牌的可持续发展提出对策,以期能为其未来发展提供一些新思路和参考依据。In recent years,with the rapid development of the Internet,the term“Internet celebrity brand”has gradually entered the public vision,and become a popular existence for all kinds of brands and consumers.However,becoming“net red”is just the beginning,“net red”does not mean“long red”,if not actively innovation,seeking development,net red brand will decline one day.And one of the secrets to keeping an Internet celebrity brand in the long run is to increase its brand equity.This article takes the Perfect Diary of the online red brand as an example,first describes the current situation of its brand assets and points out the existing problems,then analyzes the path to improve its brand assets,and finally puts forward countermeasures for the sustainable development of Internet celebrity brand combined with the market environment,hoping to provide some new ideas and reference for its future development.

关 键 词：网红品牌 品牌资产 提升路径 可持续发展 完美日记 

分 类 号：F590[经济管理—旅游管理]