粉絲經(jīng)濟泛指架構(gòu)在粉絲和被關(guān)注者關(guān)系之上的經(jīng)營性創(chuàng)收行為，被關(guān)注者多為明星、偶像和行業(yè)名人等。粉絲經(jīng)濟是一種通過提升用戶忠誠度，優(yōu)化口碑營銷效果來獲得經(jīng)濟效益和社會效益的運營模式。

粉絲經(jīng)濟的核心是情感資本。消費者在粉絲經(jīng)濟中起主導(dǎo)作用。

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「應(yīng)用場景」

全力押注社交病毒式傳播。

Go all-in on a social, viral approach.

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如果讓西方營銷者在不使用傳統(tǒng)廣告渠道的情況下——沒有電臺、電視、數(shù)字、廣告牌、印刷媒體或其他常見渠道——立即提高知名度，他們會怎么做呢?中國很多營銷者正是這么開始的。他們認為通過社交互動內(nèi)容實現(xiàn)的病毒式傳播速度更快，成本更低，并且比廣告效果更好。

What would Western marketers do if they were told to drive immediate awareness without using traditional advertising—no radio, TV, digital, billboard, print, or other common channels? This is where many in China start. They believe that virality through socially engaging content is faster and cheaper and yields better results than advertising.

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KOL被視為對這種營銷方式至關(guān)重要?！霸谥袊?，使用KOL營銷的強度相比幾乎任何其他國家都非常獨特，”尼爾森董事總經(jīng)理維沙爾·巴里說，“它不僅僅是一個KOL在社交媒體上分享某個東西。他們現(xiàn)在做很多直播和流媒體，粉絲可以與他們進行互動。你可以實時看到關(guān)注、吸引和品牌影響。KOL開始涉獵體育、電視劇、游戲、直播......無處不在?！贝_實，中國的“粉絲經(jīng)濟”——明星和網(wǎng)紅可以通過帶動他們代言商品的銷售而靠名氣賺錢——比西方的Instagram文化更加發(fā)達，并且是重要得多的營銷工具，甚至超過卡戴珊這樣的超級巨星的影響力。

KOLs are seen as critical to this approach. “The intensity associated with using KOLs in China is unique relative to?almost any other country,” said Vishal Bali, managing director of Nielsen. “It isn’t just a KOL sharing something on social media. They now do a lot of live-casting and streaming where fans can interact with them. In real time, you can watch sign-ups, engagement, and brand impact. KOLs are starting to cut across sports, dramas, gaming, live drama…everywhere.” Indeed, China’s “fan economy”—in which celebrities and other major social influencers are able to monetize their fame by driving purchases of items they endorse—is far better developed and a much more important marketing vehicle than Western Instagram culture, even for megastars like the Kardashians.

《西方營銷者可以從中國學(xué)習(xí)什么》

?金伯莉·惠特勒

2019年7月刊

“What Western Marketers Can Learn from China”

by Kimberly A. Whitler

編輯：馬冰侖?