Abstract:Internet Celebrity Economy is an economic model turning fans of Internet Celebrity into purchasing power. In early stage, Internet Celebrities were usually young and beautiful fashion people gathering fans on social media and then doing directed marketing to fans with their unique taste. Based on personal experience and questionnaire, the focus of this paper mainly falls on its efficient business models and its influence on consumers.

This paper is pided into five chapters. Chapter One is a basic introduction for the significance of Internet Celebrity Economy and the structure of this paper. Chapter Two, literature review, concerning the study some scholars have already conducted and author’s personal view. Chapter Three is methodology. It deals with the hypothesis and the questionnaire. Chapter Four is result and discussion about reasons for Internet Celebrity Economy appearing and it three major business models, together with influence on consumers concerning gender and age. Chapter Five, conclusion, is about summary, implications, limitations and recommendation for future research.

Key Words: Internet Celebrity Economy   reasons for rising   business models

摘  要:“网红经济”作为一种以网络为平台、以社交媒体为传播载体的粉丝经济，是新经济的组成部分。“网红经济”前期主要是以一位年轻貌美的时尚达人为形象代表，以红人的品味和眼光为主导，进行选款和视觉推广，在社交媒体上聚集人气，依托庞大的粉丝群体进行定向营销，从而将粉丝转化为购买力。基于个人体验直播模式以及对问卷的分析，本课题的研究目标着重落在“网红经济”营销模式以及其对消费者的影响。

论文分为五个章节。 第一章介绍课题的研究意义及论文框架。 第二章涉及国内对于“网红经济”的研究成果，以及相应的名词解释，加之作者确定的研究方向与方法。第三章讨论了问卷问题的组成及基层分析。第四章基于数据的分析为重点，谈论了“网红经济”蹿红的原因，它的三种商业模式以及年龄、性别因素对消费者的影响。第五章总结了本课题的研究成果、存在问题及对今后研究的建议。

关键词：网红经济     兴起原因     商业模式

Contents

Abstract i

摘  要 ii

Contents iii

Chapter One Introduction 1

1.1 significance 1

1.2 The overall structure 2

Chapter Two Literature Review 3

2.1 Explanation for some terms 3

2.2 Existing study for Internet Celebrity Economy 3

2.3 Personal view of the study 5

Chapter Three Methodology 6

3.1 The hypothesis 6

3.2 The subject of the research 6

3.3 The questionnaire 6

3.4 Data analysis 7

Chapter Four Result and Discussion 9

4.1 The reasons for Internet Celebrity Economy goes viral 9

4.2 Three business marketing models of Internet Celebrity Economy 11

4.3 Factors affect consumption of Internet Celebrity Economy 16

4.4 Major findings 24

Chapter Five Conclusion 27

5.1 Summary 27

5.2 Implications 27

5.3 Limitations 28

5.4 Recommendation for future research 28

References 30

Appendix……..31

An Analysis on the Marketing Models of Internet Celebrity Economy and Its Influence on Consumers            

Chapter One Introduction

1.1 significance

Andy Warhol, the leader of “Pop Art” once predicted that everyone is famous in just 15 minutes. Nowadays, his prediction has already come true in such a time when the Internet is developing so fast and smart phones are widely used.

There is a storekeeper a fan follows on the Sina Weibo platform, a Chinese Version of Twitter publishing her new-style coat, will the fan purchase it? There is a twitter claiming some products are quite good-quality, will the fan trust and consume them? There is a twitter online saying he or she is going to do live broadcast, will the fan enter his broadcasting room? There is a live broadcaster requesting some small gifts valuing several yuan while live broadcasting, will the fan satisfy him?