對(duì)于網(wǎng)紅經(jīng)濟(jì)網(wǎng)絡(luò)營(yíng)銷相關(guān)問(wèn)題的在線問(wèn)卷調(diào)查的數(shù)據(jù)分析報(bào)告

1、精選優(yōu)質(zhì)文檔-傾情為你奉上對(duì)于網(wǎng)紅經(jīng)濟(jì)網(wǎng)絡(luò)營(yíng)銷相關(guān)問(wèn)題的在線問(wèn)卷調(diào)查的數(shù)據(jù)分析報(bào)告 <span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">摘要<span style="

2、font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">隨著一大批網(wǎng)紅如雨后春筍般出現(xiàn)以及傳播熱度持續(xù)走高，這一群體的影響力越發(fā)凸顯，影響著受眾的生活方式及消費(fèi)方式，由此衍生出的網(wǎng)紅經(jīng)濟(jì)也吸引了各方關(guān)注。<span sty

3、le="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">大量的粉絲和話題、強(qiáng)大的商業(yè)變現(xiàn)能力、日益延伸的產(chǎn)業(yè)鏈，令網(wǎng)紅及網(wǎng)紅經(jīng)濟(jì)日益深刻的影響社會(huì)文化生態(tài)和經(jīng)濟(jì)發(fā)展。但這種新業(yè)態(tài)剛剛起步，到底能走多久、走多遠(yuǎn)，

4、首先取決于其內(nèi)在的發(fā)展邏輯，網(wǎng)紅經(jīng)濟(jì)若要駛?cè)氤掷m(xù)健康的發(fā)展軌道，實(shí)現(xiàn)產(chǎn)業(yè)化資源整合，仍面臨不少行業(yè)痛點(diǎn)需要解決。 1<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">、基本信息：

5、<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">此次調(diào)查的是時(shí)間是2016<span style="font-family:宋體;mso-ascii-font-f

6、amily:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">年11<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-fon

7、t-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">月22<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-fon

8、t-family:Calibri;mso-hansi-theme-font:minor-latin">日，調(diào)查的目的是了解一下90<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin&q

9、uot;>后網(wǎng)友對(duì)網(wǎng)紅經(jīng)濟(jì)的相關(guān)看法和態(tài)度；大眾對(duì)網(wǎng)紅營(yíng)銷的接受度；網(wǎng)紅經(jīng)濟(jì)營(yíng)銷的未來(lái)前景。2<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">、問(wèn)卷發(fā)放回收及設(shè)計(jì)思路2.1

10、<span style="font-family:宋體;mso-ascii-font-family:Cambria;mso-ascii-theme-font:major-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:major-fareast;mso-hansi-font-family:Cambria;mso-hansi-theme-font:major-latin">問(wèn)卷的發(fā)放回收情況<span style="font-family:宋體;mso-ascii-font-famil

11、y:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">主要通過(guò)微信和微信群發(fā)放，本次問(wèn)卷回收率是54%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-lati

12、n;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">，有95<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-far

13、east;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">個(gè)問(wèn)卷實(shí)時(shí)訪問(wèn)量,52<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-fon

14、t:minor-latin">個(gè)問(wèn)卷實(shí)時(shí)回收量。2.2<span style="font-family:宋體;mso-ascii-font-family:Cambria;mso-ascii-theme-font:major-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:major-fareast;mso-hansi-font-family:Cambria;mso-hansi-theme-font:major-latin">設(shè)計(jì)思路<span style="font-

15、family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">在本次問(wèn)卷調(diào)查中，有36.5%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-

16、theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的男生，63,5%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fa

17、reast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的女生，可以粗略概括出有1/3<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-fami

18、ly:Calibri;mso-hansi-theme-font:minor-latin">的男生對(duì)此次問(wèn)卷調(diào)查的題目感興趣，也就是對(duì)網(wǎng)紅營(yíng)銷感興趣，而高達(dá)2/3<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-fon

19、t:minor-latin">的女生對(duì)網(wǎng)紅營(yíng)銷尤為感興趣。<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">在填寫(xiě)問(wèn)卷的所以人中，有53.8%<span st

20、yle="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人經(jīng)常玩微博，但是更為我們注意的是本次調(diào)查中沒(méi)有一個(gè)人沒(méi)有微博賬號(hào)。而在所有有微博有61.5%<span style="font-fa

21、mily:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人了解咨詢，57.7%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme

22、-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人用來(lái)關(guān)注明星、網(wǎng)絡(luò)紅人、大V<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-

23、fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">認(rèn)證的微博號(hào)，可以看出大多數(shù)人登錄微博都有這兩方面的需要。<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso

24、-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">當(dāng)問(wèn)到每天有多長(zhǎng)時(shí)間在線時(shí)，有51.9%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-fo

25、nt:minor-latin">的人選擇了“沒(méi)算過(guò)時(shí)間，但是無(wú)聊都會(huì)上線”，有15.4%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人幾乎不怎么上線。但是總

26、體來(lái)看，微博在線的人還是很多，高達(dá)84.6%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">。<span style="font-family:宋體;mso-as

27、cii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">再來(lái)看看大家專注的賬戶主題，在名人、明星這一項(xiàng)，有73.1%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-t

28、heme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人勾選，說(shuō)明在微博這樣的社交平臺(tái)，大多數(shù)人還是關(guān)注留意了名人明星的動(dòng)態(tài)。并且，有53.8%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-lat

29、in;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人會(huì)主動(dòng)可以的關(guān)注一些知名的網(wǎng)絡(luò)紅人，雖然優(yōu)勢(shì)不明顯，但是很有向上發(fā)展趨勢(shì)。<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family

30、:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">最直接的問(wèn)題是，如果你關(guān)注的網(wǎng)紅推薦或者售賣某種商品時(shí)，62.5%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor

31、-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的態(tài)度是“閑得無(wú)聊會(huì)看看，但是不一定會(huì)買”，其次就是17.3%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Cal

32、ibri;mso-hansi-theme-font:minor-latin">的人選擇了“很樂(lè)意去看看里面有沒(méi)有自己需要的商品”，說(shuō)明大眾對(duì)于網(wǎng)紅產(chǎn)品的結(jié)束度還算樂(lè)觀。<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme

33、-font:minor-latin">更加逼近的問(wèn)題，如果是喜歡的網(wǎng)紅開(kāi)始售賣產(chǎn)品，大眾的態(tài)度53.8%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的態(tài)度是“

34、隨便看看，有興趣再說(shuō)，一般不購(gòu)買”30.8%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人認(rèn)為自己會(huì)匆匆略過(guò)，只見(jiàn)到標(biāo)題，一定不會(huì)買。這是今后研究需要著重突破的問(wèn)題。<

35、;span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">再提及被調(diào)查者是否有成為網(wǎng)紅的想法時(shí)，有53.8%<span style="font-family:宋體;mso-asc

36、ii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的還是幻想過(guò)的，其中有7.7%<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-

37、latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">的人非常想?？梢钥闯龃蟊妼?duì)網(wǎng)紅這一行業(yè)的發(fā)展前景持肯定態(tài)度。3<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;m

38、so-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">、總結(jié) <span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">網(wǎng)紅都具有極強(qiáng)的“吸金”能力，在淘寶開(kāi)店的廣告模特張大奕，微博粉絲數(shù)400<span style="font-family:宋體;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋體;mso-fareast-theme-font:mi