随着Fandom经济的发展，营销组合理论如何影响消费者行为?

Learning & Education Pub Date : 2022-06-20 DOI:10.18282/l-e.v10i8.3048

Jiafei Ling

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引用次数: 0

摘要

在当今社会，粉丝经济已经成为一个越来越热门的话题。因此，对这一新兴现象的研究是值得做的。本文通过运用市场营销领域的理论对“名人效应”，也就是“偶像文化”、粉丝行为以及娱乐公司的商业模式进行分析，有助于找出这一行业的供应链，了解粉丝经济产生的根本原因。

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How Does the Theory of Marketing Mix Affect Consumer Behaviours, with the Development of Fandom Economy?

Fandom economy is becoming an increasingly hot topic in current society. Therefore, researching on such a newly-emerging phenomenon is worthy of being done. Through the analysis of “celebrity effect”, also called “idol culture” in this dissertation, fans behaviours and the business model of entertainment company by the theories from marketing area, it could help to find out the supply chain of this industry and understand the fundamental reasons why fandom economy occurs.

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Learning & Education

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