From "Super Girl" in 2005 to the popularity of TFBOYS in 20 14, the essence of idol culture is to "sell" dreams, and success depends on the ability to create an atmosphere. With the continuous growth of scattered, multi-center and organically combined fan organizations, the influence of fans is also growing, and they have more and more right to speak. Nowadays, many brands don't have idol endorsements, but a brand-new dual model of "brand-fans" that directly sponsors fan support activities has begun to appear. Even the relationship between the star's economic team and fans is at arm's length, in a state of both dependence and game.
Taking Yang Yang fans as an example, this paper expounds how fans can help idols to establish social relations and actively support the crew through "exporting" and "Amway" behaviors, so as to make the play popular before it is broadcast and spread the influence of idol's participating works from small circles to popular culture. Taking the film Tiny Times as an example, this paper reveals how fans can help the cross-platform, cross-channel and cross-format word-of-mouth marketing of film and television works through the field of public opinion control, so that the box office of Tiny Times tetralogy reaches 65.438+07.1900 million yuan. Through research, we can find that successful fan economic cases in the industry, or accurate insights, seize the needs and pain points of fans; Or leverage marketing to let traditional industries get dividends from it.
In response to the industry's concerns about the realization of fan traffic, the report generally pointed out that the fan economy has the characteristics of paying equal attention to economic attributes and cultural attributes, and the economic scale and the number of fans are not simply corresponding. If you want to play the fan economy, you must respect the actual protagonist of the fan economy-fans, and use their strength to accurately understand their needs.