目 錄 Net red economic thinking mode 什么是網(wǎng)紅 ··························································································21.1.1 網(wǎng)紅的定義 ·························································································· 2 1.1.2 網(wǎng)紅的類型 ·························································································· 2 1.1.3 網(wǎng)紅和傳統(tǒng)明星的區(qū)別 ······································································· 5 1.1.4 互聯(lián)網(wǎng)正在顛覆明星經(jīng)濟(jì) ··································································· 8 1.1.5 形形色色的網(wǎng)絡(luò)紅人 ········································································ 10 1.1.6 網(wǎng)紅發(fā)展的文化背景 ········································································ 14 1.1.7 網(wǎng)紅發(fā)展的社會(huì)背景 ········································································ 16 1.1.8 網(wǎng)紅背后的內(nèi)容生產(chǎn)傳播與消費(fèi)機(jī)制解析 ······································ 17 1.2 解密網(wǎng)紅歷史 ····················································································191.3 網(wǎng)紅的特征 ························································································201.4 網(wǎng)紅為什么這么火 ·············································································221.4.1 為什么網(wǎng)紅崛起是必然性結(jié)果 ························································· 22 1.4.2 網(wǎng)紅為什么如此火爆 ········································································ 26 1.4.3 網(wǎng)紅勝在持之以恒推廣個(gè)人特色 ······················································ 30 1.4.4 網(wǎng)紅火起來的背后心理因素 ····························································· 32 2.1 網(wǎng)紅經(jīng)濟(jì) ····························································································362.1.1 網(wǎng)紅經(jīng)濟(jì)的定義與本質(zhì) ····································································· 36 2.1.2 網(wǎng)紅經(jīng)濟(jì)的核心 ················································································ 37 2.1.3 網(wǎng)紅經(jīng)濟(jì)爆發(fā)的原因 ········································································ 39 2.1.4 網(wǎng)紅經(jīng)濟(jì)：海外早有先行者 ····························································· 41 2.1.5 為什么網(wǎng)紅經(jīng)濟(jì)會(huì)火 ········································································ 43 2.1.6 不容忽視的網(wǎng)紅經(jīng)濟(jì) ········································································ 45 2.1.7 網(wǎng)紅經(jīng)濟(jì)帶來的新商業(yè)變局 ····························································· 47 2.1.8 網(wǎng)紅經(jīng)濟(jì)會(huì)給哪些行業(yè)帶來發(fā)展機(jī)遇 ·············································· 50 2.1.9 網(wǎng)紅經(jīng)濟(jì)的現(xiàn)狀及未來發(fā)展 ····························································· 52 2.2 粉絲經(jīng)濟(jì) ····························································································532.2.1 粉絲經(jīng)濟(jì)的定義 ················································································ 53 2.2.2 粉絲經(jīng)濟(jì)的誕生 ················································································ 53 2.2.3 粉絲產(chǎn)業(yè)的七個(gè)方面 ········································································ 55 2.2.4 傳統(tǒng)經(jīng)濟(jì)的兩個(gè)時(shí)代 ········································································ 58 2.2.5 如何打造粉絲經(jīng)濟(jì) ············································································ 59 2.3 社群經(jīng)濟(jì) ····························································································632.3.1 什么是社群經(jīng)濟(jì) ················································································ 63 2.3.2 社群經(jīng)濟(jì)開啟一個(gè)偉大的時(shí)代 ························································· 65 2.3.3 社群經(jīng)濟(jì)時(shí)代的六個(gè)商業(yè)趨勢 ························································· 66 2.3.4 粉絲經(jīng)濟(jì)與社群經(jīng)濟(jì)的本質(zhì)區(qū)別 ······················································ 69 2.3.5 從網(wǎng)紅看社群化營銷 ········································································ 70 2.4 如何高效利用網(wǎng)紅思維 ·····································································722.4.1 網(wǎng)紅將是下一個(gè)風(fēng)口 ········································································ 72 2.4.2 如何利用網(wǎng)紅思維售賣產(chǎn)品 ····························································· 74 2.5 月入百萬的網(wǎng)紅達(dá)人 ·········································································762.5.1 網(wǎng)絡(luò)購物平臺(tái)的“網(wǎng)紅” ································································· 77 2.5.2 “網(wǎng)紅”新勢力 ················································································ 77 2.5.3 微商和網(wǎng)紅的區(qū)別 ············································································ 79 2.5.4 網(wǎng)紅背后有哪些寶 ············································································ 82 2.5.5 網(wǎng)紅賺錢贏利的十大方法 ································································· 85 3.1 2016年網(wǎng)紅產(chǎn)業(yè)的四大趨勢 ·····························································923.2 時(shí)勢造網(wǎng)紅 ························································································953.3 成為網(wǎng)紅的終級(jí)秘訣 ·········································································983.3.1 誰將可能成為網(wǎng)紅 ············································································ 98 3.3.2 成為網(wǎng)紅**綜合素質(zhì) ··································································· 102 3.3.3 如何做一個(gè)好內(nèi)容 ·········································································· 105 3.3.4 如何做一個(gè)成功的網(wǎng)紅 ··································································· 105 3.3.5 如何讓粉絲對(duì)你感興趣 ··································································· 109 3.3.6 網(wǎng)紅躥紅的法寶 ···············································································1103.3.7 如何打造營銷網(wǎng)紅 ···········································································1153.3.8 網(wǎng)紅如何長紅 ···················································································1184.1 網(wǎng)絡(luò)推手 ··························································································1224.1.1 什么是網(wǎng)絡(luò)推手 ·············································································· 122 4.1.2 網(wǎng)絡(luò)推手特征 ·················································································· 122 4.1.3 行業(yè)準(zhǔn)則 ························································································· 122 4.1.4 行業(yè)格局 ························································································· 123 4.1.5 推廣方法 ························································································· 123 4.1.6 如何成為網(wǎng)絡(luò)推手 ·········································································· 124 4.1.7 網(wǎng)絡(luò)推手**八大素質(zhì) ··································································· 126 4.1.8 代表人物——浪兄 ·········································································· 129 4.2 網(wǎng)紅“孵化器”如何運(yùn)營網(wǎng)紅模式 ················································1304.2.1 什么是網(wǎng)紅“孵化”公司 ······························································· 130 4.2.2 培育“網(wǎng)紅模式” ·········································································· 130 4.2.3 網(wǎng)紅“孵化器”的核心競爭力 ······················································· 1324.2.4 網(wǎng)紅“孵化”公司如何運(yùn)營網(wǎng)紅模式 ············································ 134 4.3 如何讓網(wǎng)紅變現(xiàn) ··············································································1385.1 淘寶網(wǎng)紅 ··························································································1465.1.1 淘寶網(wǎng)紅的發(fā)展 ·············································································· 146 5.1.2 想成為成功的淘寶網(wǎng)紅，需要掌握這些秘訣 ································· 150 5.1.3 淘寶網(wǎng)紅推廣技巧 ·········································································· 153 5.1.4 商家如何跟淘寶達(dá)人合作 ······························································· 156 5.2 網(wǎng)紅商業(yè)運(yùn)作解密 ···········································································1595.2.1 網(wǎng)紅的商業(yè)運(yùn)作 ·············································································· 159 5.2.2 網(wǎng)紅背后的產(chǎn)業(yè)鏈關(guān)系 ··································································· 162 5.2.3 網(wǎng)紅的吸金大法 ·············································································· 164 5.3 如何打造網(wǎng)紅店鋪 ···········································································1685.3.1 網(wǎng)紅買手制的購物模式 ··································································· 169 5.3.2 網(wǎng)紅銷售模式有望為品牌商打開吸引客流新渠道 ························· 169 5.3.3 網(wǎng)紅雖然只是銷售模式的轉(zhuǎn)變，但有望幫助社交電商平臺(tái)取代 中心電商平臺(tái) ·················································································· 171 5.4 網(wǎng)紅與電商的結(jié)合 ···········································································1765.4.1 什么是電商及網(wǎng)紅電商化 ······························································· 176 5.4.2 電商發(fā)展趨勢 ·················································································· 177 5.4.3 運(yùn)營模式 ························································································· 177 5.4.4 網(wǎng)紅電商的運(yùn)營優(yōu)勢 ······································································ 184 5.4.5 網(wǎng)紅經(jīng)濟(jì)點(diǎn)燃社交電商 ··································································· 184 5.4.6 社交電商如何用好“網(wǎng)紅思維” ···················································· 185 6.1 “國民老公”——王思聰 ·······························································1926.2 一個(gè)集美麗與才華于一身的美女——Papi醬 ··································196 6.3 “洪荒少女”——傅園慧 ·······························································2076.4 寵物愛好者——回憶專用小馬甲 ····················································2106.5 喜劇導(dǎo)演——叫獸易小星 ·······························································2136.6 內(nèi)地女模——張大奕 ·······································································217