摘要 

“网红”是伴随互联网发展而出现的新型名人，随之而来的“网红经济”是一种新型电子商务模式。“网红经济”是依托庞大的粉丝群体进行定向营销，将粉丝转化为购买力的一个过程。“网红经济”围绕网红衍生出各种消费市场，最终形成完整的网红产业链条。近年来，“网红经济”作为一种新兴的经济形态，是学者们研究的一个热门话题；但学者们对网红经济的研究还处于起步阶段，大部分都是针对近些年国内知名服装网红或者幽默段子网红的研究，对美食文化领域的网红研究较少。鉴于此，本文从商业发展模式的角度对知名美食视频博主李子柒的经济发展模式进行研究，旨在突出中国网红发展的现状及规律，并且分析李子柒商业模式的优点及不足，同时，对当代网红的发展具有借鉴意义。

关键词：网红；网红经济；李子柒；商业模式

Contents

Chapter 1 Introduction 1

Chapter 2 Literature Review 3

2.1 Introduction of Web Celebrity 3

2.2 Introduction of the Main Business Models of Web Celebrity’s Economy 3

2.3 Related Research at Home and Abroad 4

Chapter 3 the Characteristics of Li Ziqi’s Business Model 5

3.1 The Commercial Value of Li Ziqi 5

3.1.1 The Particularity of Li Ziqi ’ s Living Surrounding 5

3.1.2 The Uniqueness of Li Ziqi ’ s Personal Skills 5

3.1.3 The Peculiarity of Li Ziqi ’ s Short Video 5

3.2The Way to Turn Short video into Cash 6

3.2.1 The Usage of Advertisements 6

3.2.2 The E-commerce Operation 6

3.2.3 The Payment of Knowledge 7

Chapter 4 The Advantages and Shortages of Li Ziqi 9

4.1 Advantages of Li Ziqi 9

4.1.1 A Big V of the Full Name Communication Platform 9

4.1.2 The Audience’s Recognition 9

4.1.3 The Personal Brand with Cultural Color 10

4.2 The Shortages of Li Ziqi 10

4.2.1 Uniqueness of Taobao Store Model 10

4.2.2 The Perseverance of Fans 11

4.2.3 An Endless Stream of Other Web Celebrities’ Attacks 11

Chapter 5 Conclusion 13

References 15

Acknowledgments 17

Appendix 19