自媒体平台的营销模式及其对广告生态的影响——以网络流行文本“段子”的营销模式为例
雷 蕾[1]
内容提要：相比早期的用户自制内容，“段子”的运营与营销模式有所不同：在经营方面，“段子”推行经纪与平台双轨制以及盈利模式的多元化，从而减少了对互联网巨头的依赖；在营销方面，“段子”模式构筑的是段子作者、用户及品牌三方相遇的自媒体场域，并通过故事来消除用户对商业及广告力量的抵触心理。从影响来看，段子目前开拓的是长尾广告市场，带来了广告市场的增量而非抢占原有的存量，暂不形成对传统广告市场的威胁，但已对广告公司以及广告媒体的运营思维形成了较大的冲击。
关键词：段子 用户生成内容 自媒体场域 广告生态
The Marketing Model on We-media and Its Impact on the Advertising Eco-system:Take the Internet Popular Text“Folk Phrase”for Example
Abstract:Comparing with the earlier User Generated Content，the operational and marketing model of“folk Phrase”is quietly different.On the operational aspect，“folk Phrase”reduce dependence on Internet tycoons by adopting broker＆platform dual track system and diversifying its revenue streams.While on the marketing aspect，“folk phrase”model constructs the we-media field where creators，ordinary users and Brands meet and eliminates psychological resistance to business forces and advertisements by means of telling stories.The impact that“Folk Phrase”brings about is not the stock market but incremental market，which has not threatened the traditional advertising market yet but has already stroked operating mind of advertising agency and media.
Key words:Folk Phrase UGC We-media field Advertising ecosystem