国内网红经济与国外影响者营销的联系与区别——基于对于概念的比较和考察

当下国内网红经济与国外影响者营销的实践发展日新月异,但相关理论发展远远滞后,且两者作为两个独立的体系各自发展,双方的交流对话严重不足,从而成为制约这一领域学术发展的瓶颈。同时,国内网红研究多参考外国理论和先行研究进行解释和模型构建,而少有本土独创性理论,也少有研究深入讨论,中国的网红和外国的社交媒体影响者(SMIs)、网红经济和影响者营销(IM)是否在概念上等价。同时当下网红经济的关注焦点聚集在直播营销领域,也少有研究系统考察两者的联系和区别。对此,本文研究在哲学对概念内涵与外延理解的指导下,建立先行文献数据库并系统地对中国的网红与网红经济、中国的网红与国外的社交媒体影响者,中国的网红经济与直播营销、中国的网红经济和国外的影响者营销的概念进行梳理,并找出他们的区别和联系。并在此基础上探讨国外的理论在哪些方面是可以借用的,在哪些方面急需中国自己的理论构建,以期为未来的理论发展提供一定参考。

Research on the Connection and Differences between Internet Celebrity Economy in China and Influencer Marketing Abroad--A Study Based on the Comparison and Examination of Concepts

At present,the practical development of the domestic Internet celebrity economy or influencer marketing abroad is changing with each passing day,but the relevant theoretical development is far behind and the two develop respectively as two independent systems,and the communication and dialogue between the two are seriously insufficient,which has become the bottleneck of academic development in this field.At the same time,research on domestic Internet celebrity mostly refers to foreign theories and prior research for interpretation and model construction,and there are few local original theories and few studies have delved into whether Chinese Internet influencers and foreign social media influencers(SMIs),the Internet influencer economy,and influencer marketing(IM)are conceptually equivalent.Meanwhile,the focus of the current Internet celebrity economy is concentrated in the field of live broadcast marketing,and there are few research systems to examine the connection and difference between the two.In this regard,under the guidance of philosophical cognition of the connotation and extension of concepts,this research establishes a database of advanced literature and systematically analyzes concepts of Chinese Internet influencers and Internet celebrity economy,Chinese Internet influencers and foreign social media influencers,Chinese Internet celebrity economy and live broadcast marketing,China’s Internet celebrity economy and foreign influencer marketing,and finds out their differences and connections.And on this basis,it discusses in which aspects foreign theories can be borrowed,and in which aspects China’s own theoretical construction is urgently needed,hoping to provide some reference for future theoretical development.