本文選題：網(wǎng)紅 + 網(wǎng)紅資產(chǎn)價值�。� 參考：《山東大學》2017年碩士論文

【摘要】：近幾年來,網(wǎng)紅與網(wǎng)紅經(jīng)濟發(fā)展如火如荼,迅速吸引了大眾眼光,其驚人的爆發(fā)力和商業(yè)價值更是令人咋舌。"2016年第一網(wǎng)紅" Papi醬就是其中的典型代表。目前對網(wǎng)紅的研究多見于新聞報道,內(nèi)容多是對新聞現(xiàn)象進行描述,缺乏系統(tǒng)性研究;視角多是傳播學和市場營銷學視角,幾乎沒有涉及資產(chǎn)評估視角。本文從資產(chǎn)評估視角,將網(wǎng)紅看作一種無形資產(chǎn),對網(wǎng)紅資產(chǎn)如何估值以及如何增值這兩大問題進行了研究。首先,本文系統(tǒng)梳理了網(wǎng)紅資產(chǎn)價值評估方法和網(wǎng)紅資產(chǎn)如何增值的文獻資料。針對網(wǎng)紅資產(chǎn)如何估值的問題,本文較為完整地分析了經(jīng)典的絕對價值法下無形資產(chǎn)價值評估的方法和目前網(wǎng)紅市場主流的相對價值法評估方法;針對如何增值的問題,梳理發(fā)現(xiàn)現(xiàn)有研究多為來自市場營銷方面的零碎的建議。接下來,本文梳理了我國網(wǎng)紅的產(chǎn)生、分類、發(fā)展歷程、中外差異、變現(xiàn)模式、產(chǎn)業(yè)鏈、發(fā)展趨勢等,系統(tǒng)性地總結(jié)和分析了我國網(wǎng)紅及網(wǎng)紅經(jīng)濟的現(xiàn)狀。由于網(wǎng)紅資產(chǎn)的特殊性,前述這兩類方法在網(wǎng)紅資產(chǎn)這一新型無形資產(chǎn)的價值評估中均存在問題,不太適用。本文參考品牌經(jīng)濟學理論,將網(wǎng)紅資產(chǎn)看作品牌資產(chǎn),采用定性分析法和案例分析法,通過總結(jié)影響網(wǎng)紅資產(chǎn)價值的因素,構(gòu)建網(wǎng)紅資產(chǎn)價值函數(shù),提出了網(wǎng)紅資產(chǎn)價值評估的方法,并以"羅輯思維"為例進行了網(wǎng)紅資產(chǎn)價值評估實務(wù)。最后,本文結(jié)合品牌工程學TBCI2.0理論,繼續(xù)以羅輯思維為案例,以網(wǎng)紅資產(chǎn)持久化為核心,提出了網(wǎng)紅資產(chǎn)增值的若干建議。通過以上研究,本文將資產(chǎn)評估理論,尤其是品牌經(jīng)濟學理論應(yīng)用于網(wǎng)紅資產(chǎn)價值評估和增值的實踐,提出了網(wǎng)紅資產(chǎn)估值方法和網(wǎng)紅資產(chǎn)增值措施,較好地解決了問題,實現(xiàn)了理論與實踐的結(jié)合。
[Abstract]:In recent years, the economic development of online celebrities and online celebrities has been in full swing, attracting rapid public attention, and its astonishing explosive power and commercial value are even more shocking. Papi Sauce, "the first Internet Red Man of 2016", is a typical example of this. At present, the research on Internet celebrities is mostly seen in news reports, and the content is mostly to describe the phenomenon of news, lack of systematic research; the perspective is mostly communication and marketing perspective, almost no asset evaluation perspective. From the perspective of asset evaluation, this paper takes the network red person as an intangible asset, and studies how to evaluate and how to increase the value of the network red person's assets. First, this paper systematically combs the network red person asset value appraisal method and the network red person asset how to increase the value literature. In view of the problem of how to evaluate the network red person's assets, this paper analyzes the methods of intangible assets' valuation under the classical absolute value method and the relative value method which is the mainstream of the network red person's market at present, aiming at the problem of how to increase the value. Combing found that the existing research is mostly from the marketing of piecemeal recommendations. Then, this paper combs the emergence, classification, development process, difference between China and foreign countries, realization mode, industry chain, development trend and so on, and systematically summarizes and analyzes the present situation of our country network red person and network red person economy. Because of the particularity of the network red person assets, the two methods mentioned above have some problems in the evaluation of the value of the network red person asset, which is a new type of intangible asset, which is not very suitable. In this paper, referring to the theory of brand economics, the network red person asset is regarded as the brand asset, and the qualitative analysis method and the case analysis method are used to construct the network red person asset value function by summarizing the factors that affect the network red person asset value. This paper puts forward the method of evaluating the value of network red person's assets, and takes "Luo Ji thinking" as an example to carry on the practice of network red person's asset value evaluation. Finally, based on the TBCI 2.0 theory of brand engineering, this paper continues to take Luo Ji thinking as a case study, and puts forward some suggestions on how to increase the value of network red person's assets with the core of network red person's asset persistence. Through the above research, this paper applies the theory of asset evaluation, especially the theory of brand economics, to the practice of valuation and appreciation of network red person's assets, and puts forward the valuation method of network red person's assets and the measures of network red person's assets' appreciation, which solves the problem better. The combination of theory and practice is realized.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F49

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