网红及其对电商行业销售额的影响经济学院祁望指导教师郑辉内容提要：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。我国的商业模式创新，一波接着一波，而且经常是一波未平，一波又起。最近站在风口下的新商业模式，就是网红电商。“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）...