Study On The Persistence In Value Of Web Celebrity Based On TBCI2.0

In recent years,the fast development of web celebrity and web celebrity economy attracted the public quickly.Its amazing explosive power and business value is even more staggering."2016 first web celebrity" Papi is one of the typical representative.At present,the research on the web celebrity is more common in the news reports,mostly from the perspective of the phenomenon described,lacking global systematic research;In addition,there are many studies from the perspective of communication and marketing,almost no asset evaluation content.In this paper,from the perspective of asset evaluation,the web celebrity assets will be viewed as a kind of intangible assets,and how to assess the value of web celebrity assets and how to improve the value of web celebrity assets will also be studied.First of all,this article combs the references that how to assess the value of web celebrity assets and how to improve the value of web celebrity assets.In order to solve the problem of how to evaluate the web celebrity assets,this paper analyzes the method of valuation of intangible assets under the classical absolute value method and the relative value method of the current web celebrity market.For the question of how to improve the value of web celebrity assets,the existing research is mostly from the piecemeal marketing suggestions.Then,this article combs the origin,classification,development process,Chinese and foreign differences,realization mode,industry chains and development trend of web celebrity in China to summarize and analyze the current situation of web celebrity and web celebrity economy in China systematically.Due to the particularity of the web celebrity assets,the aforesaid two methods are problematic in the evaluation of the value of the new intangible assets.Based on the theory of brand economics and qualitative analysis and case analysis,this paper views web celebrity as a brand and analyzes the value of web celebrity assets by analyzing the factors that affect the value of web celebrity assets,and puts forward a method of assessing the value of web celebrity assets.As an example,the Luojisw will be valued by this method.Finally,based on the theory of TBCI2.0,this paper puts forward some suggestions on the exaltation of web celebrity assets.Through the above research,this paper applies the theory of asset evaluation,especially the theory of brand economics,to the practice of web celebrity assets evaluation and value-added of web celebrity assets,and puts forward the method of valuation of web celebrity assets and the value-added measures of web celebrity assets,which solves the problem and achieves a combination of theory and practice.