论文总字数：15892字

摘 要

近年来，自媒体行业的快速发展使人们更加注重信息的交互，进而减少对企业及产品的信息不对称性；营销者们也开始思考如何能够更好地利用社交媒体营销来赢得这场“用户争夺”。^【18】为了能让自己在一众参与者中脱颖而出，内容营销这一营销方式出现在人们面前，它始终从用户需求出发，不仅可以让消费者在购买产品或服务的同时形成品牌忠诚，还可以让消费者能够继续传播营销内容，化消费者的被动为主动。^【18】

本文基于以上背景，结合当今网红经济的不断发展，从自媒体和内容营销角度出发，深入分析自媒体不断发展的流量时代，李子柒的成功案例，来为同种类文化创意产品乃至文化产业的发展分析出切实可行的路径。结合当今时代背景的发展之路，本文认为文创产品的品牌在制定营销策略时，需要考量差异化的商品类型、精准化的叙事方案、个性化的文化符号和深入化的图文知识，要深入挖掘出隐藏在商品背后的文化内涵，并且利用自媒体短视频营销方式，打开时平度，扩大品牌效应。品牌在拥有高品质短视频内容基础上，充分考虑视频内容的差异化表现，同时配合渠道内容分发和高价值用户群体，最终有效地实现短视频的内容营销价值。本文结合李子柒短视频内容营销方式，以SOR理论模型、社会认同理论等为模型，深入分析典型案例的成功模式，结合网红和网红经济发展的特征，将网红背后的流量用于产业背后的文化传播，研究网红自媒体时代适合文化创意产品乃至文化产业的发展路径，为其提高经济效益提供建议。

关键词：网红经济 自媒体 短视频 内容营销 文化创意产业

Research on the Influence of the Development of the Net Red Economy on the Cultural Industry in the Self-Media Era

Abstract

In recent years, the rapid development of the self-media industry has made people pay more attention to the interaction of information, thereby reducing the information asymmetry for companies and products; marketers have also begun to think about how to better use social media marketing to win this "user Scramble ". In order to stand out from the crowd, content marketing appears in front of people. It always starts from the needs of users. It not only allows consumers to form loyalty while buying products or services, but also allows consumers to consume Consumers can continue to spread marketing content and turn consumers ’passiveness into activeness. 

Based on the above background, combined with the continuous development of today's Internet celebrity economy, from the perspective of self-media and content marketing, in-depth analysis of the self-media traffic flow era, Li Ziqi's successful case, for the same kind of cultural creative products and even the cultural industry Development analyzes a practical path. Combining with the development path of the current era, this article believes that when developing marketing strategies, brands of cultural and creative products need to consider differentiated product types, precise narrative schemes, personalized cultural symbols and in-depth graphic knowledge. Deeply dig out the cultural connotation hidden behind the commodities, and use self-media short video marketing methods to open the time and expand the brand effect. On the basis of having high-quality short video content, the brand fully considers the differentiated performance of video content, and at the same time cooperates with channel content distribution and high-value user groups, and finally effectively realizes the content marketing value of short video. This article combines Li Ziqi's short video content marketing methods, taking SOR theory models and social identity theories as models, and deeply analyzes the successful methods of typical cases. Combining the characteristics of Internet celebrities and Internet celebrities' economic development, the traffic behind Internet celebrities is used for industry Behind the cultural communication, study the development path of Internet celebrities in the media era, which is suitable for cultural creative products and cultural industries, and provide suggestions for improving economic efficiency.

Key Words: Internet celebrity economy; self-media; short video; content marketing; cultural and creative industries.

目录

摘 要 I

Abstract II

第一章 绪论 6

1.1 探讨研究自媒体时代网红经济对文化产业影响的现实意义 6

1.2 网红经济和传统文化产业营销发展现状 6

1.3 网红经济形势下文化产业的发展路径 7

1.4 解决的问题 8

1.5 研究手段 9

第二章 相关概念的界定 9

2.1 网红经济和网络直播 9

2.1.1 网红经济的出现和发展 9

2.1.2 网络直播的出现和发展 9

2.2 自媒体时代短视频发展 9

2.3 理论模型 10

2.3.1 SOR理论模型 10

2.3.2 社会认同理论 11

第三章 李子柒文化输出内容营销案例分析 12

3.1 视频独特，迅速夺得市场 12

3.2 制定战略，发挥独特优势 12

3.2.1 打造个性化IP品牌 12

3.2.2 基于品牌调性的内容生产 13

3.2.3 内容生产目标明确 14

3.3 内容营销，打造个性IP 14

3.3.1 短视频为载体 独树一帜 14

3.3.2 精准投放，建立传播矩阵 14

3.3.3 跨界合作，实现社会价值 14

3.3.4 流量变现，实现营销。 15

3.4 品牌传播，形成社会认同 15

3.4.1 媒介传播，展示品牌形象 15

3.4.2 大众传播，增强品牌竞争力 16

第四章 自媒体时代文创产品发展路径总结 17

4.1 呈现文化价值，打造个性化优势 17

4.2 利用自媒体进行内容营销 17

4.3 流量变现 17

参考文献 19

致 谢 20

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