本文選題：網(wǎng)絡(luò)紅人 + 服飾品牌　； 參考：《浙江理工大學(xué)》2017年碩士論文

【摘要】：在經(jīng)濟(jì)和娛樂(lè)文化市場(chǎng)都飛速發(fā)展的今天,網(wǎng)絡(luò)紅人在各類媒體中人氣極高,有些甚至能夠擁有幾十到上百萬(wàn)不等的粉絲。網(wǎng)絡(luò)紅人在獲得關(guān)注度的同時(shí),也具有很高的經(jīng)濟(jì)價(jià)值,粉絲們熱衷于消費(fèi)與自己偶像相關(guān)的產(chǎn)品。在時(shí)尚產(chǎn)業(yè)的驅(qū)動(dòng)力下,很多網(wǎng)絡(luò)紅人都開(kāi)始跨界時(shí)尚圈,參與服飾產(chǎn)品的設(shè)計(jì)甚至開(kāi)始創(chuàng)立個(gè)人服飾品牌,利用自身的名氣與影響力推廣屬于自己的服飾產(chǎn)品。本文以網(wǎng)絡(luò)紅人服飾品牌為研究對(duì)象,運(yùn)用多種研究方法,分析網(wǎng)絡(luò)紅人服飾品牌微博傳播影響因素。研究主要包含以下幾個(gè)方面:首先,通過(guò)對(duì)文獻(xiàn)的學(xué)習(xí)研究,以傳播學(xué)的相關(guān)理論作為理論研究和實(shí)證分析的依據(jù),簡(jiǎn)要介紹和總述本研究的理論基礎(chǔ),主要闡述了網(wǎng)絡(luò)紅人、微博傳播以及網(wǎng)絡(luò)紅人服飾品牌的微博傳播三個(gè)概念。以拉斯韋爾“5W”傳播模型為基礎(chǔ),分析網(wǎng)絡(luò)紅人服飾品牌微博傳播過(guò)程中的五個(gè)要素,即傳播主體、主要內(nèi)容、傳播媒介、受眾屬性以及效果反饋。在理論分析的基礎(chǔ)上,搜集與整理了十名當(dāng)前知名的網(wǎng)絡(luò)紅人服飾品牌的相關(guān)案例資料,對(duì)相關(guān)情況進(jìn)行分析與對(duì)比,總結(jié)國(guó)內(nèi)網(wǎng)絡(luò)紅人服飾品牌基本現(xiàn)狀,初步總結(jié)出網(wǎng)絡(luò)紅人服裝品牌微博傳播所存在的影響因素。并且參考借鑒己有的研究成果,通過(guò)調(diào)查問(wèn)卷的形式對(duì)網(wǎng)絡(luò)紅人服飾品牌的消費(fèi)群體展開(kāi)了調(diào)研,分析調(diào)查結(jié)果,最終確立了網(wǎng)絡(luò)紅人服飾品牌微博傳播的影響因素模型。以網(wǎng)絡(luò)紅人服飾品牌微博傳播效果影響因素為基礎(chǔ),利用層次分析法確定各評(píng)估指標(biāo)的權(quán)重,通過(guò)權(quán)重系數(shù)值展現(xiàn)各項(xiàng)影響因素對(duì)于網(wǎng)絡(luò)紅人服飾品牌傳播效果的相對(duì)重要性。最后,文章對(duì)網(wǎng)絡(luò)紅人張大奕的服飾品牌微博數(shù)據(jù)進(jìn)行觀察、收集和歸納,對(duì)其微博傳播的效果進(jìn)行實(shí)例分析,并針對(duì)其傳播現(xiàn)狀進(jìn)一步指出網(wǎng)絡(luò)紅人服飾品牌存在的不足,最終目的是運(yùn)用研究分析結(jié)果為網(wǎng)絡(luò)紅人服飾品牌微博傳播提供建設(shè)性建議。
[Abstract]:With the rapid development of economy and entertainment market, Internet celebrities are very popular in all kinds of media, some of them can even have tens to millions of fans. Internet celebrities gain attention, but also have high economic value, fans are keen to consume products related to their idols. Under the driving force of fashion industry, many Internet celebrities begin to cross the fashion circle, participate in the design of clothing products and even start to create personal clothing brands, using their own fame and influence to promote their own clothing products. This article takes the network red person clothing brand as the research object, uses various research methods, analyzes the network red person clothing brand Weibo dissemination influence factor. The research mainly includes the following aspects: firstly, through the study of literature, taking the relevant theory of communication as the basis of theoretical research and empirical analysis, the paper briefly introduces and summarizes the theoretical basis of this study, mainly expounds the network red person. Weibo communication and the network popular clothing brand Weibo dissemination three concepts. Based on the "5W" communication model of Raswell, this paper analyzes five elements in the communication process of Weibo, namely, the main body, the main content, the media, the audience attributes and the effect feedback. On the basis of theoretical analysis, this paper collects and collates the relevant case data of ten well-known online red people clothing brands, analyzes and compares the relevant situations, and summarizes the basic status quo of domestic network red people clothing brands. Preliminarily summed up the network red clothing brand Weibo dissemination of factors. And with reference to the existing research results, through the form of questionnaire to the online red clothing brand consumer group investigation, analysis of the results, finally established the network of red clothing brand Weibo transmission factors model. Based on the influential factors of the transmission effect of Weibo, the weight of each evaluation index is determined by AHP, and the relative importance of each influencing factor to the communication effect of network red person clothing brand is shown through the weight coefficient value. Finally, the article observes, collects and sums up the data of Zhang Dayi's clothing brand Weibo, analyzes the effect of the dissemination of the online celebrity clothing brand by examples, and further points out the shortcomings of the online red person clothing brand in the light of its current communication situation. The ultimate aim is to provide constructive suggestions for the dissemination of online fashion brand Weibo by using the results of research and analysis.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：C913.4

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本文編號(hào)：1798895