信息平行背景下网红营销对传统营销的影响研究[摘要]近年来，随着自媒体的快速发展，各种各样的社交传播平台涌现了一大批“网红” ，并且出现网红经济这一个新的商业模式。大多数拥有庞大粉丝群的网红在新浪微博平台上发布个人特色视频深得粉丝们的青睐，同时利用自身个人特色和能力自创品牌并在淘宝天猫经营属于自己的店铺，通过微博发布广告，把自己的高人气和粉丝效应转化成流量引导到自家店铺平台上，以此带来相应的商业价值，网红从中获取利益。网红经济发展的速度越来越快，它的光芒甚至盖过一些传统营销产业，对传统经济造成一定的打击，而如今也逐渐出现更多的“网红”，而其中著名的网红的影响力甚至可以和当红明星媲美。所以网红经济的影响力是不可忽视的，本文主要探讨关于网红营销对传统营销的影响，在参考国内外文献的基础上，网红营销以朴尔因子护肤化妆公司为例，传统营销以自然堂为例，通过分析双方的经营模式和产品推广等，了解朴尔因子成功的原因，讨论网红经济对造成的影响是种机遇或者是威胁？本文就网红经济如何保持发展越来越好并带动传统营销的发展给出了建议。关键词：网红营销 传统经济 粉丝效应 广告微博Research on the influence of Internet Red Marketing on traditional Marketing under the background of parallel Information [Abstract] In recent years, with the rapid development of self-media, a large number of social communication platforms have emerged. And there is a new business model for the Internet Red economy. Most of them, with a huge fan base, have attracted fans' attention by posting personal videos on Sina's Weibo platform. At the same time use their own personal characteristics and ability to create their own brand and in Taobao Tmall to operate their own stores through Weibo advertising their high popularity and fan effect into traffic guide to their own store platform. This brings the corresponding commercial value, net red obtains benefit from it. Net red economy develops more and more fast, its light even covers some traditional marketing industry, cause certain blow...
