1、精選優質文檔-傾情為你奉上對于網紅經濟網絡營銷相關問題的在線問卷調查的數據分析報告 <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">隨著一大批網紅如雨后春筍般出現以及傳播熱度持續走高，這一群體的影響力越發凸顯，影響著受眾的生活方式及消費方式，由此衍生出的網紅經濟也吸引了各方關注。<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、強大的商業變現能力、日益延伸的產業鏈，令網紅及網紅經濟日益深刻的影響社會文化生態和經濟發展。但這種新業態剛剛起步，到底能走多久、走多遠，

4、首先取決于其內在的發展邏輯，網紅經濟若要駛入持續健康的發展軌道，實現產業化資源整合，仍面臨不少行業痛點需要解決。 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">此次調查的是時間是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;>后網友對網紅經濟的相關看法和態度；大眾對網紅營銷的接受度；網紅經濟營銷的未來前景。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">、問卷發放回收及設計思路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">問卷的發放回收情況<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">主要通過微信和微信群發放，本次問卷回收率是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">個問卷實時訪問量,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">個問卷實時回收量。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">設計思路<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">在本次問卷調查中，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">的男生對此次問卷調查的題目感興趣，也就是對網紅營銷感興趣，而高達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">的女生對網紅營銷尤為感興趣。<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">在填寫問卷的所以人中，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">的人經常玩微博，但是更為我們注意的是本次調查中沒有一個人沒有微博賬號。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">的人用來關注明星、網絡紅人、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">認證的微博號，可以看出大多數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">當問到每天有多長時間在線時，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“沒算過時間，但是無聊都會上線”，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、體來看，微博在線的人還是很多，高達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">再來看看大家專注的賬戶主題，在名人、明星這一項，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，說明在微博這樣的社交平臺，大多數人還是關注留意了名人明星的動態。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">的人會主動可以的關注一些知名的網絡紅人，雖然優勢不明顯，但是很有向上發展趨勢。<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">最直接的問題是，如果你關注的網紅推薦或者售賣某種商品時，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">的態度是“閑得無聊會看看，但是不一定會買”，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“很樂意去看看里面有沒有自己需要的商品”，說明大眾對于網紅產品的結束度還算樂觀。<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">更加逼近的問題，如果是喜歡的網紅開始售賣產品，大眾的態度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">的態度是“

34、隨便看看，有興趣再說，一般不購買”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">的人認為自己會匆匆略過，只見到標題，一定不會買。這是今后研究需要著重突破的問題。<

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">再提及被調查者是否有成為網紅的想法時，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W紅這一行業的發展前景持肯定態度。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 <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">網紅都具有極強的“吸金”能力，在淘寶開店的廣告模特張大奕，微博粉絲數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