网红及其对电商行业销售额的影响内容提要：网红一词虽由来已久，却在最近五年内爆红，且正以猛烈的速度保持增长。从互联网兴起时的网络写手博主，到各大 BBS 风行时的炒作红人，再到最近的电商红人与微博大 V，经过 20 年的发展，已经逐渐形成了一条完整的产业链。近些年来我国的商业经营出现多样化的形式，而其中很受欢迎的就是网红这一商业领域。“网红经济”如今已是家喻户晓，据悉，淘宝平台已有超过 1000 家网红店铺，在 2016 年的双十一活动中，销量排名前十的淘宝女装店铺，有七家便是网红店铺。月销售额破千万早已成为家常便饭，迅猛的发展速度和优秀的销售业绩让传统的实体店家望而莫及。本文通过对去年一年来 20 名具有代表性的网红的微博热度以及她们的淘宝店铺销售额的分析，试探索网红对其电商行业销售额的影响，并浅析新型营销模式与传统营销模式的异同。关 键 词：网红 社交电商 行业销售额 面板数据中图分类号：F49Online Celebrity and Its Influences to E-Commerce Industry SalesAbstract: It has been for a long time since the appearance of online celebrity, but it spreads fast in the last five years and keeps spreading at an amazing speed. From the network-writer blogger during the rise of Internet to the hype celebrity during the popularity of various BBS, and to the latest e-commerce celebrity and microblog celebrity, a complete industrial chain has been gradually formed after 20 years' development. The innovation of Chinese business model has developed rapidly and continuously. Recently, the outstanding new business model is online celebrity e-commerce. The “online celebrity economy” is widely known by the public. It is reported that Taobao platform has more than 1000 online celebrity stores. There are seven online celebrity stores in the sale rank of top 10 Taobao women's dress stores during the Double Eleven Shopping Festival in 2016. The monthly sales of ten millions becomes common. The rapid development speed and excellent sales perf...
