电子商务-短视频热潮下网络营销方式分析.docxVIP

短视频热潮下网络营销方式分析 【摘要】互联网的时代中随着短视频的兴起，短视频营销开始蓬勃发展。与传统的营销相比，短视频营销有着传播速度快、传播范围广等特点。我国的短视频营销目前还在摸索的阶段中，5G时代即将到来，短视频营销会迎来新的高潮，因此研究短视频营销现状是很有必要的。 本文在国内现有研究的基础上，通过对相关例子研究，总结了短视频营销的五个特点，分别是短视频营销入门成本低、传播速度快而广、数据效果直观化、可持续性传播、账号定位精准。最后通过对各个平台的研究，分析目前短视频营销存在的问题，并思考短视频营销的发展策略。本文希望通过研究短视频营销的现状，给当下的人们提供短视频营销理论参考，从而有力的推动短视频营销的发展。 【关键词】短视频；网络营销；互联网  Analysis of network marketing mode under short video craze 【abstract】With the rise of short video in the Internet era, short video marketing began to flourish. Compared with the traditional marketing, short video marketing has the characteristics of fast propagation speed and wide propagation range. Chinas short video marketing is still in the groping stage, 5G era is coming, short video marketing will usher in a new climax, so it is necessary to study the status quo of short video marketing. On the basis of the existing research in China, this paper summarizes five characteristics of short video marketing through the study of relevant examples, namely, short video marketing has low entry cost, fast and wide propagation speed, intuitive data effect, sustainable propagation, and accurate account positioning. Finally, through the research of each platform, the paper analyzes the problems of short video marketing and thinks about the development strategy of short video marketing. This paper hopes to provide a theoretical reference for short video marketing by studying the current situation of short video marketing, so as to effectively promote the development of short video marketing. 【key words】short video Network marketing Internet 目 录 TOC \o 1-3 \h \u 1 前言 1.1 研究背景 1.2 研究现状 1.3 研究意义 1.4 研究内容 1.5 研究方法 2 理论基础 2.1 短视频的概念 2.2 短视频营销的概念 2.3 短视频营销产生的背景 2.3.1 互联网技术的发展 2.3.2 “快餐文化”的到来 3 短视频营销的方式发展阶段 3.1 账号运营 3.2 内容植入 3.3 跨平台整合 4 短视频营销的特点 4.1 短视频营销入门成本低 4.2 传播速度快而广 4.3 数据效果直观化 4.4 可持续性传播 4.5 账号定位精准 5 短视频营销存在的问题 5.1 短视频营销的版权风险 5.2 短视频内容风险 5.3 利用短视频行骗 5.4 短视频推广艰难