胡志豪

【Abstract】The outstanding performance of the On-line Star Economy is bound up with social media and promotion by fans， stimulating a new round of consumption upgrading and capital tendency. There is no denying that the On-line Star Economy may be the fortuitous outcome of the times. But the fact remains it can be analyzed rationally using Models of Entrepreneurship.

【Key words】On-line Star； economy； entrepreneurship； Timmons Model； Wickham Model

1. Background

With the rapid development of social media， such as WeChat， micrologging and Twitter， the fans economy leads to a booming On-line Star Economy. Under normal circumstances， groups of On-line Star have high and exuberant popularity through Internet where On-line Star can show themselves without restraint， as well as appeal to thousands of fanatical admirers.

Regardless of the On-line Star having different ways to become famous， they mostly enjoy their own unique lifestyle which fans pursue feverishly. Through sharing frame of mind linking to grassroots closely， On-line Star meet the tastes of young net citizens and even become ideological setters to reshape the view of world for some people. With their soaring fame， On-line Star take time by the forelock to establish new types of money-spinning businesses in their own varieties of domains. In industries such as fashion， travel， on-line gaming and baby products， On-line Star have enjoyed success and set trends by themselves. At present， capital markets may give huge investments， which let On-line Star Economy look to further increases.

Beyond all question， social media build a bridge which accelerates Internet consumption as well as provides opportunities to help On-line Star clinch lucrative product endorsements. To a great degree， On-line Star Economy will be the typical symbol that Internet opinion leaders use to enlarge realizable value of their social platform through fans， advertising and the like.

2. Analysis Basing on Timmons Model

Commercial opportunities， resources and work teams are three essential elements in the Timmons Model. Specifically， commercial opportunity is a central enabler to make entrepreneurship possible. Resources are indispensable guarantees to reach performance targets. Work teams are the dominant power through the whole venture creation process. The three of them have reference to each other and strive to achieve a balance.

When it comes to the On-line Star Economy， the generation after the 1990s is the most momentous commercial opportunity. Comparing with other generations， the post-1990 generation has more distinct individuality and self-awareness. The result is that they are not willing to be represented by others. Besides， they implement free will in all inspects in life， especially consumption and personal style. So facing the post-1990 generation， conventional shopping guides lose efficacy gradually and generate an empty of consumer experiences which On-line Star can fill. There are so many market segments among On-line Star that the post-1990 generation can nearly find the most apropos sense of being and belonging. What On-line Star theyre keen on may be the projection of their characters or the desired target they pursue. So when On-line Star advertise or propagandize for some business， the post-1990 generation wont feel disgusted and even come about intense purchase intention because of invisible influence from On-line Star. As time goes by， consumption ability of the post-1990 generation is escalating with further brand awareness， stronger will of on-line shopping and firmer feeling of trust from socialites. Automatically， merchants substituting On-line Star for traditional advertisers as flexible promotion tactics for catering to the post-1990 generation is a more prevalent， productive， and lucrative marketing method.

Except for commercial opportunity， contemporary resources provide platform-level support for On-line Star to present themselves. The attractive thing here is that the resources， whether social circle， software， or APP， can help peculiar On-line Star communicate and share viewpoint resonance with people easily. In addition， resources contain diversified aesthetics so that alternative On-line Star can emerge in endlessly. Nowadays， judging any On-line Star arbitrarily cant hinder their ability to generate cash brought by quantity of flow. Using big data analytics， shopping platforms and capital market favor choosing potential On-line Star to be cultivated with capital injection. This phenomenon bring about profitability resources making On-line Star be entitled to continuous value addition possible. Being impelled by such gainful incentive， On-line Star are inclined to optimize their competitive edges， such as investigating fashion trends more meticulously， interacting with fans more attentively and defining the mentality of design more carefully. As a result， a virtuous circle can be established among On-line Star， consumers and merchants. At best， On-line Star Economy will have sustainable resource growth to expedite the consumption conversion of many industries. Furthermore， on account of the bottleneck that technique， craft and trait are unable innovate promptly， there is no doubt On-line Star can serve as a commercial intermediary to add additional value to numerous industry upgrades. Unlike mechanical manufacture， the pharmaceutical industry and others emphasize value in use seriously， On-line Star Economy rooting in the fashion industry emphasizes individual image， customer support， consumption loyalty and brand premium. So in a compound economic structure， manifold industries wanting to be user-oriented can utilize the commercial function from Online Star to offer more precise customer marketing with superior sentimental value as well as individualized contentment. It enrich resources where On-line Star Economy can absorb continuously business demand nutrition to scale up as a growth industry.

Furthermore， systematic work teams passed as incubators play a dominant role in Online Star Economy. Without specialized agents or operation organizations， the personal image charisma and ideology infectivity of Online Star wont militate sufficiently to emerge maximum economical value. Generally speaking， since the number of fans is becoming very large and the energy of Online Star is limited， agents will strengthen the construction of public relation to keep fan loyalty and cope with stress for Online Star. Namely， Online Star and agents fulfill their own duty to cooperate with and complement each other. For instance， confronting mass media， Online Star act as hot issue makers to pile up flow and gather fans' opinions. Then some of them can accurately design products that play to the gallery. Others can make full use of their prophetic fashion sensitivity to recommend carefully selected products. In the personalized consumption era ， nothing is so contagious and convincing as real demonstration， especially comparing with barren traditional commodity propaganda. After Online Star determine the core profitable product or service， agents will organize production right away. What the primary measure that agents should take is getting through suppliers， channels and distributors. It can guarantee that products or services have the unimpeded route through the responsive supply chain. Coming down to products or services， agents take the place of Online Star obviously to conduct actual practice. Besides， in accordance with division of labor and information superiority， agents operation cooperating with reputation of Online Star can cash in social assets. More important， Online Star generally cant bear too much inventory pressure because of lesser capacity of storage and uniqueness of products. Given this， agents must harmonize supply chains with their customers—both immediate and downstream. They strive for Just in Time Production as far as possible to reduce stock of goods， cut down floating capital and raise economic effect. Afterwards， a mature group of Online Star always include professional photographers and copy writers. Maybe the window of getting Online Star across could just be a few photographs， videos and texts. However， all of them filling with refinement of facial makeup ， embellishment of photoshop as well as affecting essays are purposive to imply endorsement advertising or appeal to more latent fans. By means of multi-dimensional consulting， beautification and disseminate from the whole group， Online Star can take to the burgeoning job like a duck to water， bringing in user traffic widely and working wonders in internet sales.

In conclusion， commercial opportunity， resources and teamwork jointly make Online Star to be hot spots of commerce. All of them are indispensable， setting off each other.

3. Analysis Basing on Wickham Model

Wickham Model defines entrepreneurial process as the continuous learning procedure. In view of such thinking pattern， the capacity of creating a learning organization and reinforcing timely adaptability mostly determines success rates of exploiting pioneering business.

Combining actual cases， Online Star Economy is also feeling its way forward with keeping learning and adjusting appropriately. Many groups of Online Star are apprehensive of the importance about construction of unique features. Being a part of increasingly complicated business chain， Online Star understand that only with the inimitable force of personality， the charm and the charisma， can they allure capital investment enduringly. Though hammering at capturing attention， groups of Online Star lean towards market segment or niche market， implementing“Blue Sea Strategy”and avoiding following suit blindly. Hence in each vertical， containing experience contribution， fashion consumption and hot issue making， there are always triumphant Online Star standing out from the pack through whatever contents possible to change the stereotyped image what netizens impose on them stage by stage.

Diversification and enrichment are substituting simplex revenue models， never content with advertising only. The core of the status quo， however， is the flourishing Online Star market in value run by utilitarian networks of capital operators. Where there is the possibility of social contact， there is a way which Online Star can mobilize vitality of conquering mass market. Stepping away starting from scratch， substantial Online Star with appreciation potential initiate positive cooperation with institutional investor. Distinctly， they aim at transforming the extensive network economic into intensive industrial economy so that infiltrating of Online Star into live videos， trade fairs， reflection of brand figure and so forth have been seen everywhere. Simultaneously， Online Star abandon being eager for quick success and instant benefit from fan flow by degrees. Owing to capital backing， they engage in content providing more devotedly and subliminally establish a long-acting “Win-Win” cooperation mechanism with stakeholders of many aspects.

In short， the Online Star Economy as a diversified outcome of times， runs the essence of minimizing the cost of getting consumers much more fully， settling to shuffle orthodox media profession and building extensions into the platform for multiple parties.

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