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1、知識型網紅經濟：分享經濟中的網紅經濟是如何推動知識付費的發展的？

互聯網的飛速發展帶來了電商也帶來了網紅，兩者基于互聯網基因自然的融合，形成一種新的經濟現象:網紅經濟。

網紅作為一種商業媒介,其商業的價值不容小覷，知識付費平臺的運營正是基于網紅經濟的一種商業形式。知識付費平臺上的知識分享者自帶流量屬性，這促成了他們知識變現的能力。

2、知識型網紅經濟，網紅經濟的邏輯是什么

原文標題：

Brands and marketing

This leader is amazing!! #ad

Social influencers are becoming a serious business

Read this leader!!#ad

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IT IS A sure sign that a hot trend has reached the mainstream when the tax authorities catch up. This week China promised a tax-evasion crackdown on social-media influencers, who are paid by brands to promote products online to armies of followers. One of the big stars, Viya, a 30-something fashionista known as the live-streaming queen, has already been fined $210m for not declaring her income. The size of that levy shows the sheer scale of the industry, which accounts for 12% of online sales in China. Outside China, influencers are also likely to have an enduring role in e-commerce. For all firms with brands—and together those brands are worth over $7trn—it is time to realise that influencing is more than just a hobby.

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The use of personal endorsements used to be about harnessing existing celebrity power. Elizabeth Taylor touted Colgate-Palmolive’s shampoo in the 1950s, and Michael Jordan’s deal in 1984 with Nike revolutionised both basketball and branding. Influencers turn the logic on its head: selling things helps make them more famous. Through curated feeds of clipped videos and filtered photos they offer recommendations to consumers, mingled with glimpses into their daily lives that give their artifice an aura of authenticity. Sometimes they disclose how they are paid. Often they do not.

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Initially dismissed as credulous Gen-Z folk who had mistaken posting selfies for having a job, these entrepreneurs have become a big business, boosted further by the e-commerce surge from the pandemic. Total spending on influencers by brands could reach $16bn this year. Whereas the number of wannabe influencers outside China is in the millions, an elite of under 100,000 of them who have over 1m followers each get the bulk of revenues and the front seats at fashion shows.

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Their staying power suggests that they add value in several ways. They can save money: Elon Musk is an honorary influencer whose raucous online presence lets Tesla do without any conventional advertising (General Motors blew $3.3bn on it in 2021). Influencers’ networks reach new audiences, particularly younger shoppers. Global brands can localise their appeal by cutting deals with them. In China local shopping festivals and style sensibilities matter, so transplanting marketing campaigns from the West does not work. And influencers are technologically proficient in a way that old-style brand ambassadors never were. They are quick to adapt to newer platforms like TikTok and to the ever-changing algorithms of older ones like Instagram.

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Yet one-third of brands do not use influencers. They worry about tarnishing their reputation. Having a swarm of freelance advocates is riskier than the command-and-control campaigns of the “Mad Men” era. And the industry is a Wild West, awash with fraud and manipulation.

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Despite this, ignoring influencers is a mistake. Their share of digital advertising budgets is still low at perhaps 3%, but it is rising fast. The boundary between entertainment and e-commerce is blurring. And the most popular marketing strategy of the 2010s—ads targeted through Google and Facebook—is under threat as new privacy standards, including on Apple’s iPhone, make it harder to spy on potential customers.

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To get the most out of influencers, brands should set a clear strategy. They should expect more regulation on consumer protection: China’s crackdown may also include limits on spending and content rules. The guiding principle should be to use only influencers who disclose to their audiences that their posts are paid. As the Wild West phase ends, brands should also embrace new analytical tools that help them gauge the performance of influencers, sorting the con-artists from the stars. It used to be said that only half of all advertising spending worked, but it was impossible to know which half. Now brands can control only half of what influencers say, but they may be able to calculate 100% of the value they add.

（恭喜讀完，本篇英語詞匯量716左右）

原文出自：2022年4月2日《The Economist》Leaders版塊。

精讀筆記來源于：自由英語之路本文翻譯整理：Fei Min本文編輯校對: Irene僅供個人英語學習交流使用。

【補充資料】

Z世代（Gen-Z folk ）是一個網絡流行語，也指新時代人群。新的“Z世代”是指1995—2009年間出生的一代人，他們一出生就與網絡信息時代無縫對接，受數字信息技術、即時通信設備、智能手機產品等影響比較大，所以又被稱為“網生代”“互聯網世代”“二次元世代”“數媒土著”等。

該詞語的稱謂最早可以追溯到發表于1999年第5期《中國青年研究》上的一篇短文—《最新人群—“Z世代”的生存狀態》，文中提及將1980—1984年出生的一批青年人命名為“Z世代”（即最早的一批80后青年）。

Z世代和千禧一代的區別：千禧一代指生于1982年到2000年的人，見證了互聯網快速發展的群體，而Z世代是指20世紀90年代中葉至2010年前出生的人，傳說中的95后 ，與千禧一代相比，Z世代也被稱為互聯網世代。也可以說，千禧一代是擅長使用網絡，Z世代卻是習慣使用網絡，區別就是一個是后天培養，另一個是先天養成。

《廣告狂人》（Mad Men）是一部美國年代劇，于美國時間2007年7月19日起在AMC頻道首播。全劇共7季92集，已于2015完結。故事背景設定在上世紀六十年代的紐約麥迪遜大街上的一家廣告公司里，以一群廣告人的事業、生活為中心，展他們追尋“美國夢”過程中的種種遭遇，折射出二戰以后美國在60年代（準確來說是50代末—70年代初）社會、經濟、政治的一系列劇烈變革。

狂野西部（Wild West）的時間點設定為公元1850年，此時正值美國西部地區的淘金熱的黃金時期。

【重點句子】（3個）

Influencers turn the logic on its head: selling things helps make them more famous.

Yet one-third of brands do not use influencers. They worry about tarnishing their reputation.

To get the most out of influencers, brands should set a clear strategy.

自由英語之路

本文關鍵詞：知識型網紅崛起的原因，知識型網絡紅人，知識網紅崛起改變網紅價值取向，知識網紅現狀，知識型網紅經濟是什么。這就是關于《知識型網紅經濟，分享經濟中的網紅經濟是如何推動知識付費的發展的》的所有內容，希望對您能有所幫助！更多的知識請繼續關注《犇涌向乾》百科知識網站：！