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      “網紅營銷”應去偽存真

      時間: 2019-05-29      來源: 經濟日報     



      在互聯網時代,“網紅”已成為一種現象。很多事實表明,“網紅”具有很強的號召力,借助“網紅”,許多普通人實現了夢想,許多過去不可能的事變成了可能。

      “網紅”靠流量和人氣,已成為促進銷售、拉動消費的一種方式。此前,《舌尖上的中國》在電視臺一播放,某項商品就很快變成了網紅產品;有時,某一商品經某位“網紅”代言,就能快速銷售。可以說,網紅營銷在某種程度上是注意力營銷,大眾對某種產品注意了,就有可能成為該產品的“粉絲”或消費者,進而轉化為實際購買力。

      “網紅”本身并非自帶褒義或貶義。不過,在快速發展的過程中,某些所謂“網紅”也出現了一些問題,靠低俗、媚俗的視頻吸引粉絲;有的為了炒作和吸引眼球,以惡搞為手段,積攢虛無的網絡人氣。尤其是在直播視頻流行后,“網紅”主播行業曾亂象叢生,甚至在利益驅使下跨越道德底線,為人們所詬病。

      確保“網紅”營銷健康發展,必須去偽存真,真正依靠優秀的作品、優質的產品增加流量、增加營收。同時,粉絲們也應明辨是非,不盲目跟風,而要鼓勵“網紅”給社會帶來正能量。當然,依法治網也應跟上,使“網紅”營銷在法治化軌道上發展。

      責任編輯: 史娜

      河北科技報社版權所有,本站點信息未經允許不得復制或鏡像
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