A Study On The Sub - Cultural Phenomena In The Perspective Of Commercial Communication

The research focuses on the subcultural phenomenon of "Little Fresh", which was widely popular for a time among online communities in Mainland China. The research tries to trace the root and observe the reason and communication mode behind its popularity on Web2.0platforms, meanwhile, from an angle of commercial communication, attempting to comb and discover the truth that how cultural products, which are closely related to "Little Fresh", have been exported, exploded, and finally relied on to make a success both online and offline with such low cost, that is to say, the particularcomplementary relationship between the culture and its business.At earlier stage, the research starts with the well-knownincubation base of "Little Fresh" in Mainland China, Doban, analyzes and decodes the life style and values that "Little Fresh" has led in Chinese youngsters, and unfolds the forming process of its subcultural circles. Taking the case of Cheer Chen, who’s idolized as a"religious leader" by "Little Freshers" the research studies on the birth of this new cultural idol. In the rear half, via methods like cyber text mining and focus group, the research goes in depth of the "Little Fresh" eco-chains, including visits to the young audience, experts and online marketing people in culture-related fields. In the view of marketers, to generalize and design "The Online Communication Models of Subculture", and "The Life cycle Curve", etc., the research provides advices and reference for better marketing planning of products and concepts in the Web2.0era.