微博红人自媒体营销行为及其效果分析  

Microblogging Redskins’ Self-Media Marketing Behavior and Its Effect Analysis

作　　者：薛万欣[1] 李丹丹[1] 裴一蕾[1] 张楚乔 

机构地区：[1]北京联合大学管理学院,北京

出　　处：《现代管理》2018年第6期681-687,共7页Modern Management

基　　金：北京联合大学人才强校优选计划(BPHR2017DS14);北京市教委2018年度社科计划一般项目(SM201811417008);北京联合大学教育教学研究与改革项目(JJ2018Q018);北京联合大学教育研究与改革项目(SK30201708);北京市社科基金项目(17GLC050);北京联合大学人才强校优选——百杰计划项目)(BPHR2018CS14);北京高校专业群建设(市级)(122059918040101002)。

摘　　要：随着中国互联网和社交媒体、网红、电子商务行业的快速发展,中国迎来了网红与电商结合的新时代。本文以2017年最具商业价值微博红人张沫凡为例,分析其运营自己品牌的营销阵地——十类营销微博及影响。旨在为年轻的电商网红提供优秀范例,并为追随网红的粉丝及消费者提供正确的健康消费观和建议,以达到促进我国新兴电商网红事业健康发展的目标。With the rapid development of Internet and social media, Internet celebrity, and E-commerce in-dustry in China, China has ushered in a new era of combining network red and E-commerce. In this article, Zhang Mofan, who is the most commercial value microblogging person in 2017, is taken for an example. Her marketing position to operate its own brand is analyzed, that is ten kinds of marketing microblogs and its influences. It could provide a good example for young E-commerce network celebrity. Also, the correct health consumption views and suggestions for fans and con-sumers who are following the network celebrity could be transmitted. Furthermore, it could help the healthy development of China’s emerging e-commerce network red business.

关 键 词：电商网红 自媒体 微博营销 影响分析 

分 类 号：F4[经济管理—产业经济]