脱口秀节目中社群经济与社群运营策略探究-以《罗辑思维》与《艾伦秀》对比为例_英语论文                      

A Study of Social Economy and Community Operation Strategy in Talk Show —A Case Study of the Contrast between “Logic Show” and “Ellen Show”    

摘要

随着互联网技术尤其是移动通讯技术的发展以及人们行为方式的变化，社会经济形式也随之发生深刻变化，社会逐渐从之前的工业经济步入互联网经济，社群经济逐渐兴起，以社群聚合与市场选择相结合、社会价值与经济运行相结合为主要特征的社群经济将成为互联网经济的发展方向，其中脱口秀节目中的社群经济尤其引起人们的广泛关注。《罗辑思维》与《艾伦秀》分别作为中外脱口秀节目社群运营的成功代表，具有稳固的社群，积极开展线上线下的活动促进社群成员的情感，其社群运营策略有很大不同，对两者的社群运营策略进行对比研究，对我国更好地运营社群具有重要的启示以及借鉴意义。

 本文先解释什么是社群、什么是社群经济、社群经济与粉丝经济的区别、好的社群的特征以及社群的独特优势，接着描述四种基本的社群运营策略，再具体对比分析美国脱口秀节目《艾伦秀》与中国脱口秀节目《罗辑思维》的社群运营策略，然后对国内脱口秀节目《罗辑思维》社群运营存在的问题进行阐述，最后提出相应的解决策略以及得出对我国更好运营脱口秀节目的启示。

关键词：社群  社群经济  罗辑思维  艾伦秀

Abstract

With development of internet technology and changes of people’s manners, there happen deep changes in the modes of economy, changing from an industrial economy to the internet economy, as a result, social economy gradually comes into being. Social economy is the economy in the community characterized by combining community aggregation and market selection as well as social value and economic operation. Among them, the social economy in the talk show especially raises people’s concerns. “Logic Show” and “Ellen Show”, as a successful talk show in China and America respectively, both are successful representatives of the operation of social economy in the talk show. On the one hand, they both have stable communities and actively carry out all kinds of activities to promote the relationship of the members of the community. On the other hand, there are many differences in their strategies of community operation. Through the study of contrast between “Logic Show” and “Ellen Show”, it is of great significance for us Chinese to better operate the community in the talk show.

First of all, this paper will explain the definition of community and social economy, differences between social economy and fans economy， characteristics of a good community as well as the unique strengths of the community. Then, four basic community operation strategies will be introduced. Furthermore, this paper will make the comparison of the community operation strategy between “Logic Show” and “Ellen Show”.  Moreover, problems that exist in the community of “Logic Show” will be clarified. Finally, this paper will put forward countermeasures to solve these problems and then enlightenment from American talk show will be concluded to better operate the community in the talk show in China.

Key words: community  social economy  Logic Show  Ellen Show 

Contents

摘 要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 Literature Review of Community and Social Economy 5

2.1 Literature Review of Community 5

2.1.1Definition of Community 5

2.1.2 Unique strengths of the Community Compared with Other Economic Forms 5

2.1.3 Characteristics of a Good Community 6

2.2 Literature Review of Social Economy 7

2.2.1 Definition of Social Economy 7

2.2.2 Differences between Social Economy and Fans Economy 7

2.3 Literature Review of “Logic Show” and “Ellen Show” 8

Chapter 3 Community Operation Strategy 10

3.1 Community Operation Strategies in Talk Show 10

3.2 Community Operation Strategies in “Ellen Show” 11

3.2.1 Highlighting Humanistic Concern 11

3.2.2 Cultivating Celebrity Brand 12

3.2.3 Focusing on Interactive Communication 13

3.2.4 Catering to the Needs of the Audience 14

3.3 Community Operation Strategies in “Logic Show” 14

3.3.1 Innovative Content 14

3.3.2 Two-Way Interaction 15

3.3.3 Accurate Audience Positioning 16

3.3.4 The Internet Mode of Thinking 16

3.4 Comparisons of Community Operation Strategies between “Ellen Show” and “Logic Show” 17

Chapter 4 Problems Existing in “Logic Show” during the Development of Social Economy 19

4.1 Over-consumed Fans Resources 19

4.2 Indefinite Member Rights 19

4.3 Unobvious Channel of Selling Products 20

Chapter 5 Countermeasures to the problems in “Logic Show”and Enlightenment for “Logic Show” 21

5.1 Countermeasures to the Problems in “Logic Show” 21

5.2 Enlightenment of the Community Operation Strategy of American Talk Show 22

5.2.1 To Create Personalized Programs 22

5.2.2 To Shape the Brand Image 22

5.2.3To Strengthen the Team Construction 23

Chapter 6 Conclusion 24

Acknowledgment 26

References 27