網紅經濟及自媒體創業商業模式

Abstract

進入網紅時代，不僅產業商機無限也快速形成網紅生態鏈，但身在其中的網紅想將其發展為長期穩定的正職工作並以此為生還是存在一定困難度。痛點包括業配接案量不固定、自主剪接影片費時費力很難定期更新上傳、長期要獨立營運自媒體頻道很容易面臨靈感枯竭，以及在目前社群平台的演算法下很容易大者恆大，新進入者雖然進入門檻不高但崛起不易。 本研究將會使用系統圖來分析網紅產業鏈的現況，從網紅價值創造循環圖找出痛點所在，並使用價值創造因子解決痛點，讓價值循環能持續推進。 而從系統圖當中可以發現，當在網紅價值創造循環中加入廣告團隊、孵化團隊、剪輯團隊、創意團隊、推薦團隊、經營粉絲團隊，就能夠用這些價值創造因子解決當前困境，使網紅能源源不絕創造出有價值、好內容的優秀作品，吸引更多的粉絲訂閱觀看並從中獲取更大的影響力，就能帶來廣告業配收益繼續支持他進行創作。所以不但能幫助網紅將粉絲變現，還能讓網紅價值創造循環生生不息。

Being in the influencer age, not only the influencer business is unlimited but the influencers form the influencer ecology rapidly. Due to the instability of project cases, difficulty to maintain contents uploading, and exhausted inspiration, trying to be an influencer to make money for living is still hard to fulfill. Furthermore, current algorithm of social media is easy to make the dominants more dominate, and the novice is easy to get into the influencer market but hard to rise up. This research used systematic structure to depict the relevant players in influencer market interaction, and to analyze current influencer industry ecosystem and value chain. The paper constructed the value creation cycle (VCC), and identified the bottlenecks, then proposed value creation factors to unlock the bottlenecks, and to activate value cycle continuously improving. Given the findings from the VCC system graph, we then proposed to introduce AD team, incubation team, film team, creativity team, recommend team, management team into influencer value creation circle. We can use these value creation factor to solve current weakness and to empower influencer to produce valuable product. In the meantime, we may attract more fans come to subscribe and earn revenue to support other filming. Therefore, this research not only can help influencer create business but also keep influencer value creativity circle endless.