The Core Logic of Fan Economy and the Trend of Business Model

Enterprises Choose Partners to Use Fan Economy for Marketing

DOI

10.2991/aebmr.k.220603.094How to use a DOI?

Keywords

Fan Economy; Marketing; KOL; China

Abstract

Supported by Internet technology, the Fan Economy has become commonplace on major platforms and is more organized, expressive, and deeply engaging. As information spreads in a disconnected state, it advances the localization of the Fan Economy as well as the individualization of consumption. Under the influence of COVID-19, the negative macroeconomic impact on China has led to an increased reliance on e-commerce for businesses. At the same time, as the public consumes more time on electronic devices due to COVID-19, the possibility for non-fans to reach their favorite Target of attention has increased, contributing to the flourishing of the fan economy. Depending on a collection of fanatical fandom, the Fan Economy can effectively unite consumers, and even consumer opinions can lead to consumer trends, in turn forcing companies to adjust their products to meet demand. The fan economy has the characteristics of unchanged core logic but diversified business models. When companies apply fan economy for marketing, they need to rationally choose the right spokesperson to complete marketing contracts with Key Opinion Leader (KOL) for different duration to create revenue and enhance corporate image. At the same time, enterprises should consider grasping future trends and establishing their own marketing matrix to transform brand fandom at the right time.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yingnan Duan
PY  - 2022
DA  - 2022/07/01
TI  - The Core Logic of Fan Economy and the Trend of Business Model
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 593
EP  - 601
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.094
DO  - 10.2991/aebmr.k.220603.094
ID  - Duan2022
ER  -