社交媒体与粉丝经济融合下的SNH48粉丝营销研究

Research on Fan Marketing of SNH48 in the Context of Social Media and Fan Economy Fusion

摘要: 随着互联网技术和文化商业化的飞速发展，新兴的经济业态和消费方式层出不穷，在社交媒体与粉丝经济融合的背景下，偶像经济的红利持续增加，推动娱乐产业持续发展。其中，少女偶像组合SNH48以独特的运营模式，成为本土女团最成功的代表。本文通过梳理SNH48女团的发展过程，我们得以发现SNH48成功的粉丝营销策略：以“可面对面的偶像”为核心的互动，以“应援会”为主体的粉丝社群运营和以“竞选”为重点的流量变现途径，同时本文还针对目前营销策略中的不足提出改良措施，以期助力SNH48女团乃至全中国女团健康发展，为娱乐产业持续注入新动力。

Abstract: Amid the rapid advancement of Internet technology and cultural commercialization, new economic forms and consumption patterns continue to emerge. Against the backdrop of social media integration and fan economy, the dividends from idol economy are on the rise, driving sustainable growth in the entertainment industry. SNH48, a local girl idol group, has emerged as a highly successful model due to its unique operational approach. By examining SNH48’s development process, we can identify their effective fan marketing strategy which revolves around face-to-face interactions with idols at its core, operating fan communities through support clubs, and monetizing traffic through campaigns. Additionally, it proposes measures for enhancing current marketing strategies to facilitate healthy growth not only for SNH48 but also for all girl groups in China while injecting fresh momentum into the entertainment industry.