摘要
本文以2021年“双十一”期间欧莱雅品牌和李佳琦、薇娅的争端为例,分析了2016年以来网红经济蓬勃发展的背后所积累的各种问题和乱象。本文从国际比较视角的三个角度进行分析:首先,为什么“全网最低价”很重要;其次,全网最低价背后的网红直播间和品牌直播间之间的博弈;最后,全网最低价的归属权及品牌商在网红经济下的困境。同时,本文详细分析了当下网红经济的短期性问题,并给网红和企业提出合理化建议。
This article takes the dispute between brand L’Oreal and Li Jiaqi and Wei Ya during the“Double Eleven”festival in 2021 as an example to analyze the various accumulated problems and chaos behind the booming Internet celebrity economy since 2016.This study,based on the international comparative perspective,conducts an analysis from the three aspects:first,why the“lowest price on the Internet”is very important;second,what the game is between the live-broadcasting booths of Internet celebrities and the live-broadcasting booths of brands hidden in the lowest price on the Internet;and finally,what are the ownership of the lowest price on the Internet and the dilemmas of brand owners in the Internet celebrity economy.Meanwhile,this article analyzes the short-term problems of the current Internet celebrity economy in detail and proposes reasonable suggestions to Internet celebrities and enterprises.
作者
胡恺祎
HU Kaiyi(Kyoto University Kyoto,Japan 606-8501)
出处
《中国商论》
2022年第14期29-33,共5页
China Journal of Commerce
关键词
网红经济
直播营销
价格控制权
渠道商与生产商
短期性问题
Internet celebrity economy
live-streaming marketing
price control
channel merchants and producers
short-term problems
