新媒体时代下基于新浪微博的明星粉丝经济研究(任务书,开题报告,论文13000字)
摘要
新媒体时代下，媒介内容的生产方式将以更加新颖的方式出现，一系列的社交平台为粉丝与明星提供了更多的互动空间，由此产生的粉丝经济也有了更多的呈现方式，很大程度上推动了文化市场的发展。本文主要基于新浪微博平台对社交媒体时代下的明星粉丝经济进行研究，以明星这一群体为主体，对粉丝经济上下游进行研究。研究方法主要为案例分析法和数据分析法，资料来源主要是中国知网、百度学术、万方等文献查阅网站，同时借助图书馆，通过大量的文献阅读，参考国内外学术著作，对现有观点进行归纳总结、修正补充。粉丝经济是当前主要的营销模式，本文基于新浪微博对明星粉丝经济进行研究，阐述粉丝群体实时互动、多元化、黏性三大特征，对明星微博数据做横向和纵向对比，预测粉丝经济未来将向个性化营销、品牌价值延伸、全民参与三大趋势发展，通过两个案例深入探讨营销模式。
关键字：粉丝经济；明星经济；社交媒体时代；互联网
ABSTRACT
In the era of social media, the production of media content will appear in a more novel way, and a series of social platforms provide more interactive space for fans and stars. The resulting fan economy also has more ways of presentation, which greatly promotes the development of the cultural market. Thus the resulting fans economy also has more presentation modes, which is largely driving the development of the cultural market.This paper studies stars&fans economy in the era of social media mainly based on Sina Weibo platform, and studies the upstream and downstream of the fans economy mainly based on the star group. The research methods are mainly examples of case analysis and data analysis, and the sources are mainly from literature review websites such as CNKI, Baidu Academy, Wanfang Data, etc.Meanwhile, with the help of the library, through a large number of literature reading and referring to domestic and foreign academic works,this paper summarizes and revises existing views.Fans economy is the main mode of marketing,this paper is based on Sina Weibo to study stars&fans economy.First ,the article elaborates three features:real-time interaction, diversification and stickiness of fan groups.Next,itmakes horizontal and vertical comparison on celebrity microblog data.Then,it predicts that, in the future, fan economy will develop into three major trends: personalized marketing, extended brand value and universal participation.Finally,it delves into the marketing model through two cases.
KEY WORDS:Fans Economy；Stars Economy；Age of Social Media；Internet
目录
摘要 I
ABSTRACT II
第一章绪论 1
1.1研究目的与意义 1
1.2研究方法 1
1.3全文大纲 1
1.4创新点 2
1.5国内外研究综述 2
第二章明星粉丝经济研究现状 3
2.1相关定义阐述 3
2.1.1明星经济 3
2.1.2粉丝经济 3
2.2国内外研究现状 3
2.2.1国内研究现状 3
2.2.2 国外研究现状 4
2.3对目前已有研究成果的评价 5
第三章基于新浪微博的明星粉丝经济研究 6
3.1粉丝群体特征 6
3.1.1实时互动 6
3.1.2多元化 7
3.1.3高黏性 7
3.2微博明星势力榜数据分析 7
3.2.1 明星势力榜规则简述 7
3.2.2 明星粉丝微博数据处理及展示 8
3.2.3 明星粉丝微博数据分析 17
3.3粉丝经济发展趋势 21
3.3.1个性化营销 21
3.3.2品牌价值延伸 22
3.3.3全民参与 22
第四章案例分析 24
4.1自发型粉丝经济 24
4.2引导型粉丝经济 24
第五章总结与展望 26
5.1全文总结 26
5.2研究展望 26
参考文献 27
致谢 28 |
