广州大学松田学院2020届毕业论文（设计）摘要伴随着互联网行业的飞速发展以及资讯传播手段的不断变化，各种平台软件的兴起衍生出了“网红经济”，而各大电商平台也都将他们的关注点转向了“网红直播”。“电商+直播”这种模式不但低门槛低成本，而且GⅣ转化率极高，而网络直播作为一种新型的传播方式，渐渐成为了网红们获得流量、名气以及达到变现的工具，它以其独特的即时性与较强的互动性，将网红主播与粉丝观众紧紧联系在一起，也让消费者通过观看直播感受到更强烈的购物体验感与临场感，增强了消费者内心的购买欲望与意愿。但是，网红直播在给人们带来便利的同时，其直播内容和形式也存在着很多问题与缺陷。例如：网红们在利益的趋势下，造成虚假宣传的现象：为了接到更多的广告，出现选品不严的漏洞：为了销量与业绩，全然不顾产品的质量好坏；甚至是售后服务不够完善等等。本文将详细地介绍网红直播的形式，研究其变现模式，并且会以“李佳琦直播”为个案来进行解析，研究他的变现模式以及存在的问题，针对这些问题与缺陷提出有效的解决方法与策略，以促进李佳琦直播积极、正面、良性的发展。关键词：网红，网络直播，变现，李佳琦，策略ABSTRACT With the rapid development of the Internet industry and the constantlychanging means of information dissemination,the rise of various platform softwares hasspawned a "celebrity economy",and major e-commerce platforms have also turned theirfocus to "celebrity live broadcasting".The "e-commerce live broadcast"model not onlyhas a low threshold and low cost,but also has a very high GMV conversion rate.As a newtype of communication method,online live broadcast has gradually become a tool forInternet celebrities to obtain traffic,fame,and monetization With its unique immediacy andstrong interactivity,it closely links the influencers of the celebrities with the fans andaudiences,and also allows consumers to feel a stronger shopping experience and presencethrough watching live broadcasts,which enhances consumers'hearts.Purchase desires andwishes.However,while Internet celebrity live broadcast brings convenience to people,thereare also many problems and defects in its live broadcast content and form.For example:Internet celebrities have caused false propaganda under the trend of interest;in order toreceive more advertisements,there is a loophole in which the product selection is not strict;for sales and performance,regardless of the quality of the product;even after-sales serviceNot perfect enough,etc.This article will introduce the form of online celebrity live broadcast in detail,studyits monetization mode,and will use "Li Jiaqi Live"as a case to analyze,study hismonetization mode and existing problems,and propose effective solutions and solutions tothese problems and defects.Strategies to promote the positive,positive and benigndevelopment of Li Jiagi's live broadcast.Keywords net red,webcast,monetize,e-commerce,strategy目录第1章绪论…11.1.1本课题的研究背景1.1.2本课题的研究意义..21.2课题研究方法和内容...21.2.1研究方法..1.2.2研究内容..3第2章网红直播相关概念解析..442.2网红直播带货的概念.42.3网红直播营销的特点..·42.3.2能够让企业直观的看出广告效果.…2.3.3拥有强大的话题创造能力..........5673.1网红直播的发展现状.....3.2.1秀场模式....73.2.2粉丝经济模式.83.2.3内容创造模式...83.3网红直播的变现模式.....83.3.1打赏虚拟礼物....9