1、hese online celebrities are different from the stars. They are closer to the grass roots and can meet the tastes of young netizens. In addition, most of the products recommended to the online fans are more affordable and are more acceptable to fans. In most circumstances, under the Internet celebrit
2、y economy, consumers buy goods very quickly. Consumers may be attracted to the products recommended by web celebrity at first sight, and then they will see the evaluation of the products. In addition, there will be some pictures of the buyers in the current comments. At this moment, consumers will h
3、ave curiosity, which is easier to generate purchase intention.In general, Internet celebrity is the dominant mode of marketing through various platforms on the Internet, and fans of Internet celebrity become the main force in consuming these products. This kind of consumption can be either through r
4、eward or recharge, or through advertising or brand endorsement. With the passage of time, web celebrity has formed a gradually mature industrial chain.1 The Strategies of Online Celebritys Selling1.1 The Content of Online SellingInternet marketing emerged with the rise of the Internet. There are man
5、y platforms in China, such as TikTok, Taobao, MicroBlog, DouYu, etc. Generally, the live broadcast on the Internet takes different forms. For example, live broadcast on Taobao is mainly aimed at selling goods on Taobao platform. Usually, there will be one or two anchors in front of the camera, and a
6、ssistants will be next to them. They will continuously show their products to the live audience. These products are limited in quantity and low in price in the live broadcast room. Anchors show how the product is used and its advantages through short-term evaluation. In most cases, anchors will say
7、that they will also purchase the product to lead consumption. Among the anchors on Taobao, Viya and Li Jiaqi, who are very famous, will participate in various activities besides simply selling products in live broadcast rooms to enhance their popularity. They even form their own fan groups. For exam
8、ple, Viyas fan group is called Viyas girls, and Li Jiaqi is well known and imitated by people because of his very appealing slogan come on, girls, lets buy it in the studio. There will be more game anchors in the live broadcast of the DouYu. Their attention is mainly focused on some players of the e
9、lectric competition. They also often broadcast some professional competitions, such as the competition in the glory of the king. Such live broadcasts are more professional. Besides the players of the competition, there will also be a host who specially introduces the competition. On the other hand,
10、the live platform such as TikTok, Taobao are more diversified. Some anchors may sing live, some anchors will answer some questions raised by fans, some anchors will recommend evaluating some products, and some anchors will play games live. With the improvement of marginal benefits brought by the con
11、tinuous enrichment of the content and forms of online live broadcasting, people are more and more accustomed to using live broadcasting to chat with people, learn makeup, interact with web celebrity and understand product information, etc. Live broadcasting relies on intuitive video images to connec
12、t communication systems that are different from WeChat, MicroBlog and other communication systems that rely on text and pictures. People can more intuitively contact with real people through live broadcasting, which is a new platform and space for online interpersonal communication.1.2 The Models of
13、 Online SellingWebcast is no longer limited to live broadcast itself. In order to meet the needs of the audience, live broadcast is often combined with other forms. At present, the online marketing content of live webcast in our country is diversified, and the live webcast forms are diversified. Pro
14、fessional teams are responsible for making and operating the live webcast, which has changed from UCG mode to PGC mode.1.2.1 Selling through Vlogs Many online celebrities will make small videos of the products they want to sell. Some videos show the products directly, while some online celebrities w
15、ill use more interesting methods to make videos, combining some videos with story lines which contain the products they want to sell. For example, one online celebrity in TikTok made a short video about milk powder advertisement, then he and his wife made funny short films about child care, which no
16、t only successfully promoted the products but also attracted the attention of netizens. Compared with a single way to introduce products, this way is more popular with netizens. There are also some Internet celebrities who will personally try products of the same type from different brands, and then
17、 come to the conclusion that the product which they need to sell is the best product. This method is also very convincing, because it is easier to persuade the audience to buy by collecting different brands and comparing them.1.2.2 Live Broadcast in Television and Online Platforms This mode combines
18、 the live broadcast platform with the production of TV programs. For example, many TV platforms invite viewers to participate in live program interaction with their mobile phones, and some shopping channels can be connected with users mobile phone shopping platforms, so that users can watch programs
19、 while buying their favorite products. Sometimes these programs also invite the audience to experience the products, the experience of the general audience is very convincing. the program U can U BIBI produced by iQIYI is its representative program. The program takes the form of debate and chooses t
20、he winner through discussions on different topics and the final audience vote. The purpose of the program is to find the most talkative person in the Chinese community. Many viewers like the clear logical thinking, fluent eloquence and unique arguments of the guests in the program. Although it is a
21、debate program, it is very interesting. As soon as the program is broadcasting, it is loved by many viewers. After that, the surrounding areas of the program, for example, the books about economy written by professor Xue Zhaofeng who is one of the guests of the show are sold well on Internet. There
22、are other guests becoming popular on the Internet and they got a lot of advertisements. In addition, various online live broadcast platforms also provide convenience for them to sell their products. Many online celebrities will sell their products while netizens are watching the live broadcast. They
23、 will show the functions and uses of the products through live broadcast, and at the same time the prices will be more favorable, so that netizens can buy corresponding products while watching the live broadcast.2 Factors Affecting Internet Celebrity Economy2.1 Public PsychologyOn the one hand, with
24、 the increase of peoples workload, peoples time is becoming more and more fragmented. More and more people have to work overtime on weekends. In addition, the convenience of communication tools extends the working hours of many people. Some people even have to work overtime. It is increasingly diffi
25、cult for people to have complete time for shopping, so mobile phone shopping has become their best choice. On the other hand, many people do not want to experience a product by themselves, so they use the experience shared by others on platforms such as TikTok, Taobao, and Xiaohongshu to decide whet
26、her they want to buy a product. The development of these platforms has promoted the development of Internet celebrity economy, expanded its influence and promoted the economic development of Internet celebrity economy.Second, the improvement of peoples living standard requires people to pay more att
27、ention to the quality, appearance and use value of products. Originally, many people would choose products of some international brands, but now more and more people济管理选拔企业文化项目管理显示系统.ppt(可行性研究报告项目建议书营销策划商业策划书组织设计公务员考试河南茂源现代农业示范园项目书河南茂源林业开发有限公司47益分析02012-04-10基于SIMULINK的电力电子系统仿真研究.经济管理市场分析国内外市场情况预测竞争
28、力分析资金筹措投资估算效益分析02012-04-10建筑工程施工常用表格1.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10工艺管道施工方案.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10仓库温湿度检测系统设计.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10数控编程实验指导书(修改)1.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10【精品】(施工组织设计)xxx洁净污水处理厂配套截污主干管工程.经济管理市场分析国内外市场情
29、况预测竞争力分析资金筹措投资估算效益分析02012-04-10美容与营养实用知识手册54页).经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10第7章薪酬福利管理.ppt(可行性研究报告项目建议书营销策划商业策划书组织设计公务员考试可行性分析报告环境影响报告书连锁店加盟店运营手册作业指导书招标投标招聘绩效管理薪酬管理物业管理经营企划商务礼仪创业金点子销售指南营销创新经济管理选拔企业文化项目管理)经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10基于AT89C51与DS18B20的温度测量系统.经济管理市场分析国内外
30、市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10基于.net的企业网站建设.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10数字温度计设计说明书.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10国家农业综合开发高标准农田建设示范工程项目初步设计.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10生产与运作管理-全课程总结.ppt(可行性研究报告项目建议书营销策划商业策划书组织设计公务员考试可行性分析报告环境影响报告书连锁店加盟店运营手册作业指导书招标投
31、标招聘绩效管理薪酬管理物业管理经营企划商务礼仪创业金点子销售指南营销创新经济管理选拔企业文化项目管理)经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10智能小区联网防盗报警系统设计方案.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-102007-2010电力行业继续教育.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10平安医院智能化弱电系统建设方案1.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10企业消防安全管理制度汇编1.经济管
32、理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10头孢克洛干混悬剂的药动学及生物等效性研究.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10晶闸管双闭环不可逆直流调速系统设计.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10青岛海悦置业有限公司KPI指标体系1.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-1035KV变电站技术标书.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10重要客户服务系统
33、_银关通业务用户手册_柜面业务.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10针织清洁生产审核报告.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10ZigBee语音传输分析.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10新抗肿瘤抗生素NC0604的研究.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10110KV变电站设计参考.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10基于web
34、的在线考试管理系统.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10新员工培训08.ppt(可行性研究报告项目建议书营销策划商业策划书组织设计公务员考试可行性分析报告环境影响报告书连锁店加盟店运营手册作业指导书招标投标招聘绩效管理薪酬管理物业管理经营企划商务礼仪创业金点子销售指南营销创新经济管理选拔企业文化项目管理)经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10新管理人员培训.ppt(可行性研究报告项目建议书营销策划商业策划书组织设计公务员考试可行性分析报告环境影响报告书连锁店加盟店运营手册作业指导书招标投标
35、招聘绩效管理薪酬管理物业管理经营企划商务礼仪创业金点子销售指南营销创新经济管理选拔企业文化项目管理)经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10基于单片机的家用电器电话远程控制系统.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10基于FPGA的FIR滤波器设计.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10立式组合机床动力滑台液压系统设计.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10文章标题类目状态点击发布时间星级酒店
36、有问必答系列知识服务为王.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10五星级酒店管理之房务管家部管理大纲.经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04-10中国质量协会秘书长关于卓越绩效模式讲座.ppt(可行性研究报告项目建议书营销策划商业策划书组织设计公务员考试可行性分析报告环境影响报告书连锁店加盟店运营手册作业指导书招标投标招聘绩效管理薪酬管理物业管理经营企划商务礼仪创业金点子销售指南营销创新经济管理选拔企业文化项目管理)经济管理市场分析国内外市场情况预测竞争力分析资金筹措投资估算效益分析02012-04
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