互联网时代“粉丝经济”存在的问题及对策
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摘要
粉丝产业是我国娱乐产业的一大支柱,因其起步较晚,目前还存在诸多问题。从粉丝的心理层面、粉丝经济的客观属性以及互联网技术层面浅析粉丝经济出现的原因,并根据最近几年我国粉丝经济在发展时出现的问题提出较为合理的建议,以期更好地增强粉丝黏性,实现市场与粉丝群体之间的良性互动:(1)关注粉丝情绪导向,适当地对粉丝群体进行报偿以提高粉丝黏性和信任程度;(2)合理利用社会化网络的交互性,注重树立良好的品牌形象;(3)注重产品创新和特色发展;(4)鼓励新媒体平台树立正面的社会形象并积极承担社会责任,不要盲目地透支粉丝经济;(5)完善粉丝内部群体和互联网平台的监督举报机制。
Fans' industry is one of the pillars of entertainment industry in China, but there are still many problems because of its late start. From the psychological level of fans, the objective attributes of fans' economy and the level of Internet technology the reasons for the emergence of fans' economy were analyzed, and based on the problems in the development of fans' economy in recent years, a few more reasonable suggestions were put forward, hoping to better enhance the stickiness of fans and to realize the benign interaction between the market and the fans group:(1)paying attention to the emotional orientation of fans and paying back the fans from time to time to improve the stickiness and trust of fans;(2)making rational use of the interaction of social network, and paying attention to the establishment of a good brand image;(3)paying attention to product innovation and characteristic development;(4)encouraging the network media and new media platform to establish a positive social image and actively assume social responsibility, with out blindly overdrawing fans' economy;(5)improving the internal groups of fans and the monitoring and reporting mechanism of Internet platform.
Fans' industry is one of the pillars of entertainment industry in China, but there are still many problems because of its late start. From the psychological level of fans, the objective attributes of fans' economy and the level of Internet technology the reasons for the emergence of fans' economy were analyzed, and based on the problems in the development of fans' economy in recent years, a few more reasonable suggestions were put forward, hoping to better enhance the stickiness of fans and to realize the benign interaction between the market and the fans group:(1)paying attention to the emotional orientation of fans and paying back the fans from time to time to improve the stickiness and trust of fans;(2)making rational use of the interaction of social network, and paying attention to the establishment of a good brand image;(3)paying attention to product innovation and characteristic development;(4)encouraging the network media and new media platform to establish a positive social image and actively assume social responsibility, with out blindly overdrawing fans' economy;(5)improving the internal groups of fans and the monitoring and reporting mechanism of Internet platform.
引文
[1]雷盼盼,吴虹.粉丝经济对现代商业发展的影响和作用研究[J].全国商情,2016(32):5-6.
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[5]陈艳.关于社会化网络中“粉丝经济”营销的思考[J].商,2016(25):197-198.
[6]张蔷.粉丝力量大[M].北京:中国人民大学出版社,2010:116-117.
[7]隋岩,周琼.互联网群体传播时代的网络语言与准社会交往[J].社会科学战线,2016(11):144-153.
[8]李杨.粉丝经济时代中国文化的网络平台传播研究[J].包装工程,2017(18):23-27.
[9]李晗.推动“粉丝经济”良性发展的思考[J].时代金融,2017(8):258-259.
[9]李君丽.基于互联网技术影响的媒体探讨[J].数字技术与应用,2012(9):136-137.
[10]李文明,吕福玉.“粉丝经济”的发展趋势与应对策略[J].福建师范大学学报(哲学社会科学版),2014(6):136-148.
[2]肖芃,高森宇.社会化网络中“粉丝经济”的营销分析[J].现代传播(中国传媒大学学报),2015(10):118-121.
[3]邓惟佳.跨媒体“粉丝经济”及其形成机制研究——以现象级《何以笙箫默》为例[J].中国青年研究,2015(11):17-23.
[4]刘建梅,王印,汤丽珍,等.“粉丝经济”的发展现状及营销策略研究[J].中国市场,2017(31):107-110.
[5]陈艳.关于社会化网络中“粉丝经济”营销的思考[J].商,2016(25):197-198.
[6]张蔷.粉丝力量大[M].北京:中国人民大学出版社,2010:116-117.
[7]隋岩,周琼.互联网群体传播时代的网络语言与准社会交往[J].社会科学战线,2016(11):144-153.
[8]李杨.粉丝经济时代中国文化的网络平台传播研究[J].包装工程,2017(18):23-27.
[9]李晗.推动“粉丝经济”良性发展的思考[J].时代金融,2017(8):258-259.
[9]李君丽.基于互联网技术影响的媒体探讨[J].数字技术与应用,2012(9):136-137.
[10]李文明,吕福玉.“粉丝经济”的发展趋势与应对策略[J].福建师范大学学报(哲学社会科学版),2014(6):136-148.