Research On The "Internet Celebrity" Marketing Model From The Perspective Of Subculture

The network subculture incorporates multiple values,splitting the audience attributes and spawning sub-cultural groups of different shapes.As an important part of the network ecology,“Internet celebrity” shows obvious sub-cultural characteristics.Its meaning also refers to the trend of stigmatization with the expansion of the coverage area.This study observes the marketing model of “Internet celebrity” from the perspective of subculture,focusing on the style shaping,promotion and distribution process,and the realize process,analyzing the characteristics of “Internet celebrity” marketing,combing and constructing the initiative of the audience.Improve the current “Internet celebrity” marketing model and make recommendations for its development optimization.The second chapter divides the marketing process of “Internet celebrity” into three stages,namely,the style shaping stage,the promotion and communication stage and the flow realization stage,and combines case analysis to summarize the need of “Internet celebrity” as a subculture group for differentiated style.The pursuit of the uniqueness of labeling between individuals can help “Internet celebrity” to establish contact with the audience.Under the empowerment of media technology,the audience also undertakes the task of promoting the spread of some“Internet celebrity”.Through the active sharing of the audience and digital reproduction,the“Internet celebrity” crosses the sub-level barriers of its own style label to achieve cross-circle layer.Promotion,and the audience invisibly turned into a “willing” laborer in this process.Under the trend of industrialization development,the purpose of “Internet celebrity” professionalization requires strong traffic liquidity.The main ways of realizing “Internet celebrity” vary from person to person,including the direct realization of the reward and product purchase.It also includes indirect forms such as advertising endorsements,performances,and divisions.Some of the“Internet celebrity” can also realize the whole ecological realization of online and offline through the incubation of IP on the basis of having a certain audience.From style determination to image communication to realization of cash,the marketing process of “Internet celebrity” has some features of traditional marketing,but it also enhances the requirements for communication with the external environment,especially the audience.The third chapter summarizes the changes of marketing strategy of “Internet celebrity”,combines the development of marketing practice and the change of consumer behavior,and grasps the initiative,summarizes the PISRI model of “Internet celebrity” marketing.The PISRI model of marketing,which is include the process of positioning,interest,sharing,reinforcement and finally carries out the IP incubation(Incubate).The last chapter provides suggestions for the optimization and improvement of the future “Internet celebrity” marketing through the analysis of the current shortage of “Internet celebrity”.