A Research on Chinarsquo;s Online Celebrity Economy-Live Economy
Weicheng Hu1*, Huixia Lu2
Department of Business English, Zhejiang Ocean University, Zhejiang Province, China
College of Foreign Language, Zhejiang Ocean University, China
Abstract: online economy, as a new economic model, is the product of the development of Internet. In recent years, Chinarsquo;s online celebrity economy is undergoing rapid development, especially for live industry. 2016 was the marker---the year of live. At the same time, China live economy took shape. Meanwhile, more and more enterprises realize that marketing methods should go with the advancement of the society. Traditional marketing methods should be combined with live. The article helps enterprises with live marketing plan by analyzing development of China live economy, on the basis of combination of theories of live economy and
case study.
Keywords: Online Celebrity; Online Celebrity Economy; Live Economy; Live Marketing.
1.INTRODUCTION
Online celebrity economy now plays an important role in Chinarsquo;s economy. The development of technology frees people from restriction of space to some extent. For example, nowadays, people can use live platform downloaded in smartphones to interact with anyone across the country. During its development, a new kind of economy---live economy was born. As time goes, enterprises pay increasing attention to live. However, live marketing simply means that live is everything. Enterprises shouldnrsquo;t abandon traditional marketing methods. These methods should advance with the age and find its new definition. Consequently, this article gives an overall introduction of live economy and discusses some cases combined with marketing methods.
2.ONLINE CELEBRITY ECONOMY
2.1.Definition and Development of Online Celebrity
An online celebrity refers to someone who becomes well-known among netizens for his behaviors or experience through Internet. Commonly such experience or behaviors will be exaggerated during the process of spread (Gou, 2017). Although both online celebrity and traditional stars have a ground today mainly because of their fans, theyrsquo;re different to each other sharply. Traditional stars, so-called “cultural and arts worker”, belong to the professionals that require vocational study and training.
Nevertheless online celebrityrsquo;s vocational development is closely linked to likeability of fans, that is to say, how many fans you gain.
Therefore, the emergency of online celebrities is ascribed to the Internet. It develops as the Internet develops. Over the past years, it got through four phases.
The era of literature.At the first stage, people become well-known to the masses because of their popular literature. At that time, with the limitation of broadband, Chinese netizens could only share and read some literature works through Internet. Accordingly, the popularity of literature forum rose. During this period, many successful writers and their works emerged. Here are some representative cyber writers and their work, My Own Swordsman written by NingCaishen, Soulmate(Qi Yue and An Sheng in Chinese version) by Anne and so on. Some of their works have been shot into TV series and films.
The era of image
At the second stage, those who are distinctive and brave to post their photos on sites can becomeSister Lotus who are known for their exaggerated strange pictures. Nearly around 2000, Internet in China ushered in rapid development. Images could be post and transmitted online, which means that China stepped into the era of image from the era of literature.
The era of opinion leaders
At this stage, because of celebrity charisma, a group of new online celebrities called opinion leadersappeared. Opinion leaders refer to influential individuals who play an active role in offering information to others through Internet. After blog, Micro blog and the same other products come out, more and more individuals can comment and share their opinions online. Those who comment critically and have their unique views are particularly welcomed. The representatives are like Yao Cheng, an actress, who often posts comment on daily life in a reader-oriented style.
The era of intellectual property
The final stage is the IP(Intellectual Property) era. An obvious change is that the online celebrityrsquo;s cashability is improved and varied. During this period, some online celebrities attract fans by purposefully pleasing or entertaining them. Some of them even do something illegitimate at the risk of being arrested to receive more gifts from fans. However, now, this kind of pattern canrsquo;t work. Hosts instead need to share some experience of life and impart professional knowledge. Recently the most representative known to many of us is Papi Jiang, Chief Content Officer of Baidu, who becomes hot by creating self-made characteristic short-video.
2.2.Online Celebrity Economy and Its Marketing Patterns
Online celebrity himself or his company makes good use of his popularity, reputation and strong influence to turn fans into profits by all kinds of means, thus online celebrities come into being. (Wang, 2016). The essence of online celebrity economy is the combination of online celebrity and capital. From the point of supply and demand, on one hand, higher cost of real estat and labor force are in less demand with the development of cyberspace. People can do business at home on their own.
On the other hand, for some manufacture industries, they are lacking in innovation. A breakthrough is crucial and urgent.
Above all, online celebrity fits all requirements. They have a certain number of fans and enough capital. And manufacturers have mature production and supply chains. Now, they collaborate for their own profits and form online celebrity econ
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