抖音APP营销策略研究.docVIP

抖音APP营销策略研究 PAGE PAGE 14 PAGE PAGE 1 东北师范大学本科毕业论文 ADDIN CNKISM.UserStyle抖音APP营销策略研究 摘 要 随着互联网娱乐的不断发展，短视频用户使用率已经接近八成，众多互联网企业看准这一市场的发展潜力也开始在短视频领域进行战略布局。其中抖音APP在这波新媒体浪潮的推动下，准确地抓住机遇，从众多短视频应用中脱颖而出并取得锐意发展，成为炙手可热的互联网新星。2016年上线到今天，抖音一直受到广大年轻人的热爱经久不衰，也在发展中不断地进行更新和演变，从一开始的社交媒体平台逐渐向娱乐与商业化结合的方向过度，随着资本的不断流入和企业战略的越加看重，抖音平台俨然已经成为了一个新的商业战场，如何能够利用好抖音对企业品牌文化进行宣传以及众多原创作者如何利用抖音在新媒体互联网红利中分得一杯羹等都是进驻在抖音中的营销人员所需要考虑的问题，可见抖音APP在自身发展的同时，也带动了一系列内容产业链的蓬勃发展。 然而，在这颗被大部分人看好的媒体新星冉冉升起的背后，却也面临着一系列问题，例如：因用户不断模仿使得内容生产的逐渐同质化，只能依赖广告、直播等收入，这种难以改变且简单匮乏的盈利模式，甚至由于监管力度不够而使得原本清明充满活力的内容平台悄悄流入了低俗、恶劣的不良信息，造成严重的社会影响等发展性问题难以解决。就此，本文将从发展背景、营销现状、营销策略以及现在所面临的问题等方面对抖音APP进行系统性的研究，最后为抖音APP提出有效建议，希望能够为帮助抖音以及其他小视频领域应用实现长足发展做出一份贡献。 关键词：抖音；营销策略；对策建议 Study on the Marketing of Douyin APP Abstract：With the continuous development of Internet entertainment, the usage rate of short video users is close to 80%. Many Internet companies have begun to develop strategically in the short video field. Under the impetus of this wave of new media, the Douyin APP accurately seizes the opportunity, stands out from many short video applications and achieves keen development, becoming a hot Internet star. From 2016 to today, Douyin has been loved by young people for a long time, and it is constantly being updated and evolved in its development. From the beginning, the social media platform has gradually shifted to the direction of entertainment and commercialization. With the continuous flow of capital and the increasing emphasis on corporate strategy, the vibrating platform has become a new commercial battlefield. How can we use the Douyin to promote the corporate brand culture and how many original authors use the Douyin to make a new media Internet dividend. In the middle of the game, the marketers who are stationed in the Douyin should consider the issues. It can be seen that the vibrating APP has also promoted the vigorous development of a series of content industry chains. However, behind the rising of this media nova, whic