新零售时代下实体店式网红经济的发展动因及前景——基于对茶饮品牌“喜茶”“因味茶”的案例分析
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摘要
论述了网红经济的内涵及其分类,以茶饮品牌"喜茶""因味茶"的发展为例,从大众接收信息方式的变化、所认同消费模式的转型以及我国的社会现状等方面,分析了实体店式网红经济发展的动因,结合新零售时代背景下全盘打通的运营模式,对实体店式网红经济的发展前景进行了预测。
This paper discusses the connotation and classification of web celebrity economy. Taking tea brand "HEYTEA" and "IN WE Tea" development as an example,this paper analyzes development motivation of the physical store web celebrity economic from the aspects of the change of the mode of receiving information,the transition of identity consumption pattern and our country's social status,etc. Combining with the fully integrated operation mode under the background of the new retail era,this paper forecasts the development prospect of the physical store web celebrity economy.
This paper discusses the connotation and classification of web celebrity economy. Taking tea brand "HEYTEA" and "IN WE Tea" development as an example,this paper analyzes development motivation of the physical store web celebrity economic from the aspects of the change of the mode of receiving information,the transition of identity consumption pattern and our country's social status,etc. Combining with the fully integrated operation mode under the background of the new retail era,this paper forecasts the development prospect of the physical store web celebrity economy.
引文
[1]周延风,张婷,陈少娜.网红社交媒体传播及消费者情感倾向分析:以网红品牌“喜茶”为例[J].商业经济与管理,2018(4):78-80.
[2]王卫兵.网红经济的生存逻辑、伦理反思及规范引导[J].求实,2016(8):43-49.
[3]赵树梅,徐晓红.“新零售”的含义、模式及发展路径[J].中国流通经济,2017(5):12-22.
[4]郑贵华.实体零售业转型“新零售”过程中的问题及对策研究[J].经济论坛,2017(5):72-75.
[5]洪涛.“新零售”与电商未来趋势[J].商业经济研究,2017(8):52-55.
[2]王卫兵.网红经济的生存逻辑、伦理反思及规范引导[J].求实,2016(8):43-49.
[3]赵树梅,徐晓红.“新零售”的含义、模式及发展路径[J].中国流通经济,2017(5):12-22.
[4]郑贵华.实体零售业转型“新零售”过程中的问题及对策研究[J].经济论坛,2017(5):72-75.
[5]洪涛.“新零售”与电商未来趋势[J].商业经济研究,2017(8):52-55.