为什么红不久?网红商店的形成机理研究——基于多案例与语义网络分析
Why is the Popularity Short?Research on the Formation Mechanism of Internet-Famous Stores—The Evidence from Multiple Cases and Semantic Network Analysis
李达军1
作者信息
摘要
近几年中国各大城市的网红商店如雨后春笋般涌现.一方面,我们看到基于社交网络走红的网红商店享受了流量红利;另一方面,我们也见证了网红商店"迅速崛起,但昙花一现"的残酷现状.基于此矛盾现象,本文深入探究中国网红商店的形成机理,并且挖掘网红商店"红不久"的原因.基于"过度营销"理论与"去营销"理论,本研究首先对国内六家网红餐厅、咖啡馆进行田野调查,然后采用多案例研究与语义网络分析方法,剖析网红商店的形成机理、现存问题以及对策.研究发现:(1)经营初期,网红达人过度传播网红商店,并吸引大量新顾客关注;(2)经营中期,网红商店实际体验未达到顾客预先期望,并造成顾客失望;(3)经营后期,老顾客负面评论导致网红商店销量下降,并最终资金链断裂.对比"百年老店"的长青营销理论,本文最后讨论了理论与实践贡献.
Abstract
In recent years,internet-famous stores have sprung up in major cities in China.On the one hand,internet-famous stores become popular based on social network influencer marketing;on the other hand,we also witness the cruel sta-tus quo of these stores that"be popular and die quickly".Based on this contradictory phenomenon,this study deeply ex-plores the formation mechanism of internet-famous stores and finds the reasons why these stores are closed quickly.Based on the Eastern"over-marketing"and the Western"de-marketing"theories,this study first conducts fieldwork on six restaurants and cafes,and then uses multiple case studies and semantic network analysis to analyze the formation mechanism of internet-famous stores.The study found that:(1)in the early stage,internet celebrities over-promoted these stores and attracted many new customers;(2)in the middle stage,the experience of these stores did not meet customers'expectations and caused customer disappointment;(3)in the final stage,negative WOMs led to a decline in sales of these stores.Comparing the ever-green marketing theory,this article finally discusses the theoretical and practical contributions.
关键词
网红商店/形成机理/多案例研究/语义网络分析Key words
internet-famous stores/formation mechanism/multiple case studies/semantic network analysis引用本文复制引用
基金项目
中央高校基本科研业务费专项(2072021110)
出版年
2024
NETL
NSTL
万方数据