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<script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{"tag":"share_1","bdSize":32,"bdCustomStyle":"http://ats.taiwan.cn/homepage2021/css/bgBdShare2021.css"}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div> </div> <div id="bdShareBtn"></div> </div>  </div> <div class="contentArea"> <div class=TRS_Editor><p align="justify">　　防止“網紅經濟”“風口”變“封口”，社交媒介平臺在內容輸出方面應保持創新活力。同時，要嚴格“網紅”的職業準入門檻，引導其樹立健康形象，探索具有可持續性的盈利方式</p> <p align="justify">　　“網紅經濟”，主要是指在社交媒體上具有一定影響力的網路紅人，依託龐大的粉絲群體定向行銷，從而將粉絲流量轉化為價值、衍生出各種消費市場新商業模式。如今，隨著網際網路流量紅利逐漸見頂，企業之間圍繞流量的爭奪越來越激烈，流量意味著熱度、意味著競爭優勢。正因如此，抖音、快手、微信等應用成了企業行銷的兵家必爭之地，社交電商、網紅經濟等新商業模式應運而生，推動了社交媒體和電子商務走向深度融合，也成為資本市場競相追逐的一大“風口”。</p> <p align="justify">　　然而，“網紅經濟”的發展也面臨諸多短板。從目前的行業實踐看，“網紅經濟”主要有3個盈利來源：直播平臺上粉絲打賞、社交媒體上植入品牌商廣告、電商平臺上向粉絲銷售商品。無論哪種模式，“人紅好賣貨”都是“網紅經濟”變現的普遍路徑，成功的網紅往往能憑藉自身的獨特個性脫穎而出，但如果高度依賴“網紅”個人特質，這種模式或許能帶來個體化層面行銷的成功，卻難以支撐一個規模化企業的成功。</p> <p align="justify">　　同時，內容生產的同質化也飽受詬病。搞笑、娛樂、消遣是大多數“網紅”的標簽，由於沒有形成鮮明的個人風格和原創能力，導致許多“網紅”儘管在短時間內能獲得巨大流量、快速變現，但會被快速更新替代，缺乏盈利的可持續性，久而久之難免被市場和消費者淡忘。此外，由於入行門檻較低，一些“網紅”過分依附行銷炒作、外表包裝，既無內涵，也無創造力，甚至通過低俗手段博眼球、博出位的問題突出，某些直播短視頻平臺屢屢因此被監管部門“點名”。這一行業發展中的亂象亟待破除。</p> <p align="justify">　　防止“網紅經濟”“風口”變“封口”，社交媒介平臺在內容輸出方面應保持創新活力，依託個性鮮明、持續穩定的優質內容，穩定消費者的數量和忠誠度。同時，要嚴格“網紅”的職業準入門檻，引導其樹立健康形象，傳遞正確的價值觀、生活理念和消費方式。更重要的是，“網紅經濟”要探索具有可持續性的盈利方式，不能只是簡單依賴粉絲打賞和賣貨，要真正幫助品牌商實現品牌價值。（鳴澗）</p> <br-interchange-newline> </br-interchange-newline></div> <div class="editor f14">[責任編輯：李奕均]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, "t20190425_12159548", "htm"); </script> </div>  </div>   <div class="content-plus"> <div class="wrap"> <h3 class="zone-desc-content"><span 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