Research On The Internet Celebrities Marketing In The Era Of We Media

With the rapid development of We media,the Internet celebrities have become the most popular product in this era.We could see that the Internet celebrities have grown into a very influential group from the second session of Sina Weibo “Super Internet Celebrities Festival”.Papi Jiang,which was very popular in 2016,got 12 million investments in a few months.Now she is valued of 100 million and her first video ad sold at the price of 22 million.In 2017,she became the boss of a start company,“papitube”.It refreshed the public's perception of the Internet celebrities.People started to pay wide attention to the Internet celebrities' economy.The exploration of the marketing mode of the Internet celebrities and the analysis of the marketing techniques of the Internet celebrities' realization will lay the foundation for further analysis of the Internet celebrities' economy.At present,the research on Internet celebrities' economy is mostly focused on We media.There are few research for corporate official microblog and government official microblog.This makes the study of the Weibo red marketing model in the era of We media not comprehensive and in-depth.Therefore,we comprehensively explore the online marketing model from the We media,corporate official microblogs,and government official microblogs.It will play an active role in exploring the Internet celebrities marketing.This research mainly uses the literature analysis method and case analysis method to analysis the online marketing methods of the three different areas: We media,corporate official microblog,and government official microblog.Based on the Sina Weibo platform we focused on the analysis of the the common means,the forms of expression,the marketing advantages,the existing problems,and suggestions forsustainable development of the Internet celebrities marketing.The first part conducted a general analysis of the current situation at home and abroad to catch the progress of related research.The second part analyzed the characteristics of the Sina Weibo platform to understand the reasons of why the Internet celebrities concentrated on this platform by defining the concepts such as we media and Internet celebrities.The third part focuses on the analysis of the marketing models of Sina Weibo's We media,corporate official microblog and government official microblog.We refine the types of the Internet celebrities marketing,and compares the three major types to find the difference and key.The fourth part summarizes the advantages and disadvantages of Sina Weibo's Internet celebrities marketing.The last part put forward the proposal of the continuous development of the Internet celebrities marketing combined with Sina Weibo development strategies and trends,.From this research,we can see the online marketing all aimed at increasing the number of fans and increasing the attention of users to achieve the purpose of commercialization and brand value promotion using various methods.We also put forward suggestions for sustainable development from the aspects of marketing environment,marketing effectiveness and marketing methods.We hope that would provide some reference for the study of the Internet celebrities marketing and the Internet celebrities' economy.