首页|南街村方便面抖音带货主播的类型、销售模式与空间分异研究

南街村方便面抖音带货主播的类型、销售模式与空间分异研究

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  • NETL
  • NSTL
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基于南街村方便面抖音带货主播数量,运用自然间断点分级法、引力模型、实地调研方法对南街村方便面卖家数量的空间分布特征进行研究,并探讨其影响因素.结果表明:①从关联话题和带货模式来看,关联话题以南街村食品产业最为突出,其中南街村方便面具有较高的品牌效应和网络关注度;带货模式主要以网红主播、带货达人的视频推广和直播带货为主,其中主播的粉丝量、直播次数与方便面的销售量密切相关.另外,通过蓝V认证的河南主播更易取得高销量.②从空间分布来看,带货主播数量呈现出"河南地区最多且集聚分布,长三角和珠三角地区紧随其后,西部地区相对落后"的分布格局.③实体卖家呈现出以城关镇为中心向周边辐射的连片分布格局,且城关镇对周边乡镇的吸引力在空间上表现出衰减态势.④从驱动力看,高水平区MCN(Multi-Channel Network)机构的专业化运作、北方吃货达人的宣传、河南地域特色的品牌效应、发达地区主播的电商经营意识驱动、文化记忆驱动和发达地区现代服务业的支撑是主要影响因素.
Type,Sale Model and Spatial Pattern of Online Sellers of Nanjiecun Instant Noodle:A Case of Douyin
Based on the number of online sellers of Nanjiecun instant noodle in the short video platform of Douyin,this study analyzes the types,pattern and influencing factors of online sellers of Nanjiecun instant noodles by using the methods of natural breaking point classification,gravity model,exploration spatial data analysis and field investigation.The results show that:①From the perspective of related topics and online mode,we find the most related topics are food,instant noodles and eating,among which Nanjiecun instant noodles have a good brand effect and network attention.The online sellers are mainly composed of online celebrity anchors and online sales talents by video promotion and live streaming.It is worth mentioning that the number of fans and live streaming times of online sellers are closely related to the sales.In addition,the online sellers in Henan Province who passed the blue V certification are more likely to achieve high sales.②From the spatial distribution,the overall pattern presents"Henan is the first level and its sellers are densely distributed,the region in the second level is Yangtze River Delta and Pearl RiverDelta,and Western China is in the last level".③The spatial pattern of offline sellers shows a contiguous distribution with Chengguan town of Linying County as the center and presents an obvious distance attenuation effect.④From the driving force,the main influencing factors are the professional operation of MCN,internet promotion of online sellers in Northern China,the brand effect of Nanjiecun food in Henan,e-commerce operation and internet driving of online sellers in developed areas such as Shanghai and Guangzhou,nostalgia attraction and cultural sales for consumers aged 30～40,and consumer market support of the tertiary industry.

Nanjiecun instant noodlesonline anchorsspatial distributioninfluencing factorsDouyin

于佳甜、张改素、李晗、郑红梅、霍雪晨

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河南大学地理与环境学院/黄河中下游数字地理技术教育部重点实验室/区域发展与规划研究中心/环境与规划国家级实验教学示范中心,河南开封 475004

南街村方便面 带货主播 空间分布 影响因素 抖音

国家自然科学基金国家自然科学基金河南省高等学校科技创新人才支持计划(人文社科类)河南省社科联调研课题河南大学研究生教育教学改革研究与实践项目河南大学研究生培养创新与质量提升行动计划

42271213423012372021-CX-016SKL-2022-2625YJSJG2022XJ028SYLKC2022003

2024

河南大学学报(自然科学版)
河南大学

河南大学学报(自然科学版)

CSTPCD北大核心
影响因子：0.464
ISSN：1003-4978
年,卷(期)：2024.54(2)
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