流量赋能实体产业的内在机理与实施路径  

The Mechanism of Internet Traffic Enabling Entity Industry in the Context of Influencer Economy and the Implementation Path

作　　者：李盼道[1] 陈燃 LI Pandao;CHEN Ran(College of Law,Dezhou University,Dezhou Shandong,253023,China)

机构地区：[1]德州学院法学院,山东德州253023

出　　处：《西南石油大学学报（社会科学版）》2024年第5期34-43,共10页Journal of Southwest Petroleum University(Social Sciences Edition)

基　　金：国家社会科学基金项目“轴辐式网络设计下特大城市交通拥堵治理机制研究”(15BJY048);德州市哲学社会科学研究课题“数字经济时代互联网平台的垄断行为及其政府规制研究”(2022DZZS016);山东省高校人文社科计划项目“停车资源的有效供给及其产业化发展的动力机制研究”(J17RA227);德州学院横向课题“中小企业产业发展模式与经营模式研究”(LHBX-2018086)。

摘　　要：数字技术与实体产业加速融合是数字经济发展的关键。在网红经济背景下,流量赋能实体产业为实体产业的数字化发展带来了新的机遇。本文以流量变量为切入点,依据流量的内在逻辑,阐释流量内在主导逻辑演变下流量赋能实体产业的内在机理及其实施路径。研究认为,流量内在逻辑受流量关键变量的驱动,流量基于主导逻辑,分别借助空间流量、品牌流量、平台流量和关系流量,通过空间赋能、品牌赋能、平台赋能和数据赋能等内在机理,赋能实体产业的发展。未来,实体产业可以通过流量获取、流量留存与转向、精准获客以及流量变现等路径,实现流量对实体产业的价值赋能创造,为实体产业的创新性发展提供内生动力。The accelerated integration of digital technology and entity industry is the key to the development of digital economy.The influencer economy has brought new opportunities for the digital development of entity industry.It is particularly important to explore the mechanism and implementation path of internet traffic that enables the entity industry in this context.Based on the internal logic of internet traffic,this paper explains the mechanism and implementation path of internet traffic enabling entity industry with the evolution of the internal dominant logic of internet traffic.According to the research,the internal logic of internet traffic is driven by the key variables of internet traffic,and based on the dominant logic,internet traffic empowers the development of the entity industry through the internal mechanism of spatial empowerment,brand empowerment,platform empowerment and data empowerment in the form of spatial traffic,brand traffic,platform traffic and relational traffic.Through traffic acquisition,traffic retention and diversion,accurate customer acquisition and traffic monetization,the value of internet traffic to the entity industry can be created,and the internal impetus for the innovative development of the real industry can be provided.

关 键 词：网红经济 流量赋能 实体产业 数字经济 私域流量 

分 类 号：F49[经济管理—产业经济]