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| 网红营销对产品营销的影响力 摘 要 随着社会经济的发展与互联网的发展，出现了越来越多的自媒体人，在自媒体时代的发展下，网红逐渐成为了一个具有明确分工的产业链条，并且网红营销也成功带动了各个电商与广告等产业的发展，并且为社会经济创造了巨大的价值。网红营销在带动各个行业发展的同时，也存在着相应发展中存在的劣势。 本文通过对已有文献的查阅与参考，首先介绍了研究背景与研究意义。其次对相关理论概念进行了界定。再次对网红营销的产生与发展进行了概述。接着分析了网红营销与传统营销相比存在的优势与劣势。再次从三个方面分析了网红营销的实现途径。最后对网红营销的成功案例进行了分析。 关键词：网红营销；市场营销；社会价值；实现途径；成功案例. Abstract With the development of social economy and the development of Internet, more and more self media people appear. With the development of the era of self media, Internet red has gradually become an industry chain with clear division of labor, and the network red marketing has successfully led the development of various e-commerce and advertising industries, and created great value for social economy. While driving the development of various industries, the online Red marketing also has the disadvantages in the corresponding development. This paper introduces the background and significance of the research through the reference and reference of the existing literature. Secondly, the relevant theoretical concepts are defined. The paper summarizes the emergence and development of the network red marketing again. Then, the advantages and disadvantages of the network red marketing compared with the traditional marketing are analyzed. Thirdly, the paper analyzes the realization way of the Internet red marketing from three aspects. Finally, the successful cases of the marketing of the Internet red are analyzed. Key words: net red marketing；product marketing；social value；realization way；successful case； |
