短视频IP经济效益的变现与维护——以抖音博主“小鱼海棠”为例
短视频IP经济效益的变现与维护——以抖音博主“小鱼海棠”为例
随着短视频行业的日益繁荣昌盛，网红IP所带来的经济效益正在呈几何倍数增加，如何孵化一个网红账号并且成功实现其流量的变现与后续维护已成为各大MCN（Multi-Channel Network）公司为追求经济利益而迫切期待解决的问题。本文将以抖音博主“小鱼海棠”为例，探究当下网红个人IP经济效益的变现与维护路径。通过分析小鱼海棠的账号现状、内容形式和商业模式等发现以大众的审美偏向为切入点，策划、制作大众期望并在日常生活中有实现可能的内容能够使短视频IP获得更多的流量与关注，也是实现IP经济效益的基础。
信息传播、知识传播经济计划、经济管理
网红经济个人IP短视频小鱼海棠
何晴.短视频IP经济效益的变现与维护——以抖音博主“小鱼海棠”为例[EB/OL].(2023-03-24)[2025-11-07].https://chinaxiv.org/abs/202303.00756.点此复制
With the increasing prosperity of the short video industry, the economic benefits brought by online red IP are increasing exponentially. How to incubate an online red account and successfully realize the realization and subsequent maintenance of its traffic has become an urgent issue for major MCN (Multi Channel Network) companies to pursue economic benefits. This paper will take Tiktok blogger "Little Fish Begonia" as an example to explore the realization and maintenance path of the current Internet celebrity personal IP economic benefits. Through analyzing Xiaoyu Haitang's account status, content format, and business model, it is found that planning and producing content that is expected by the public and possible to be realized in daily life, based on the aesthetic bias of the public, can enable short video IP to obtain more traffic and attention, and is also the foundation for achieving IP economic benefits.
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