网红及其对电商行业销售额的影响内容提要：网红一词虽由来已久，却在最近五年内爆红，且正以猛烈的速度保持增长。从互联网兴起时的网络写手博主，到各大BBS风行时的炒作红人，再到最近的电商红人与微博大V，经过20年的发展，已经逐渐形成了一条完整的产业链。近些年来我国的商业经营出现多样化的形式，而其中很受欢迎的就是网红这一商业领域。“网红经济”如今已是家喻户晓，据悉，淘宝平台已有超过1000家网红店铺，在2016年的双十一活动中，销量排名前十的淘宝女装店铺，有七家便是网红店铺。月销售额破千万早已成为家常便饭，迅猛的发展速度和优秀的销售业绩让传统的实体店家望而莫及。本文通过对去年一年来20名具有代表性的网红的微博热度以及她们的淘宝店铺销售额的分析，试探索网红对其电商行业销售额的影响，并浅析新型营销模式与传统营销模式的异同。关键词：网红社交电商行业销售额面板数据中图分类号：F49OnlineCelebrityandItsInfluencestoE-CommerceIndustrySalesAbstract:Ithasbeenforalongtimesincetheappearanceofonlinecelebrity,butitspreadsfastinthelastfiveyearsandkeepsspreadingatanamazingspeed.Fromthenetwork-writerbloggerduringtheriseofInternettothehypecelebrityduringthepopularityofvariousBBS,andtothelateste-commercecelebrityandmicroblogcelebrity,acompleteindustrialchainhasbeengraduallyformedafter20years'development.TheinnovationofChinesebusinessmodelhasdevelopedrapidlyandcontinuously.Recently,theoutstandingnewbusinessmodelisonlinecelebritye-commerce.The“onlinecelebrityeconomy”iswidelyknownbythepublic.ItisreportedthatTaobaoplatformhasmorethan1000onlinecelebritystores.Therearesevenonlinecelebritystoresinthesalerankoftop10Taobaowomen'sdressstoresduringtheDoubleElevenShoppingFestivalin2016.Themonthlysalesoftenmillionsbecomescommon.Therapiddevelopmentspeedandexcellentsalesperformanceexceedthoseofrealstoreextremely.Thispapertriestoexploretheimpactofonlinecelebrityone-commerceindustrysalesandanalysesthesimilaritiesanddifferencesbetweennewmarketingmodelandthetraditionalmarketingmodel.Keywords:OnlineCelebrity，SocialE-Commerce，IndustrySales，PanelDataJEL：M31M15E26目录一、引言.......................................................................................................................1（一）网红的由来...............................................................................................1（二）网红的爆红...............................................................................................1（三）选题的意义...............................................................................................1二、网红和网红经济.................................................................................................2（一）网红的定义...............................................................................................2（二）网红的类型...............................................................................................2（三）网红的生成方式.......................................................................................21.自身努力...............................................................................................22.团队策划...............................................................................................33.偶然因素...............................................................................................3（四）网红经济依附的平台................................................................................3（五）粉丝经济................................................
