Analysis Of Online Celebrity Incubation Operation Strategy Of Social Platform Based On Grounded Theory

The rapid development of the Internet era and the increase of people’s fragmented time have made the social platform type Internet products become the current "top flow of traffic" in the past five years.With the introduction of a series of national policies and measures for "Internet+",social platform applications have become an important means of communication.With such a red sea market,the social platform application market is facing fierce competition,and the differences between different platforms of net celebrities are beginning to emerge.This paper will focus on the study of social platforms in the incubation and sustainable operation of net celebrities,and construct and propose a theoretical model and strategy for the incubation and operation of net celebrities on social platforms through a rooted theoretical research method.In the process of analyzing the current situation,operation mode and characteristics of social platforms and the 5W theory,the author finds that the incubation and operation of social platforms are facing problems and challenges such as homogenization of platform contents;in response to the problems found,the author designs this paper in accordance with the research method of Root Theory.The authors designed the research idea of this paper in accordance with the research method of Root Theory,and selected Jitterbug,Xiaohongshu,Goudong,Weibo,and B Station as the research objects for data acquisition and analysis,and finally obtained the theoretical model of social platform weblebrity incubation operation and completed the saturation test through the procedural analysis process of Root Theory,open coding,spindle coding,and selective coding.Finally,based on the constructed theoretical model,the author proposes strategic optimization suggestions such as clarifying the value proposition of the platform for the problems found.This study found that the problems and challenges faced by social platforms in the process of incubation and operation in online celebrity are: homogenization of platform content,loyalty of online celebrity to the platform,fixed and limited profit model and difficulty in content and business compliance audit.In the analysis of the core research objects,this paper concludes that the social platform online celebrity incubation operation theory model is mainly composed of four elements: platform value proposition,KOL key resources operation,value co-creation business model and product service ecological construction.Based on this model,this paper finally puts forward the optimization strategy suggestions for the problems and challenges of social platform incubation operation in online celebrity: during the incubation operation in online celebrity,the social platform should establish a clear platform value proposition,enhance the operation capability of key resources in online celebrity,innovate the value co-creation cooperation model and build a product service ecosystem.