基于青少年群体的品牌构建与KOL传播营销策略的革新研究——以哔哩哔哩生态为例.docVIP

PAGE PAGE 14 基于青少年群体的品牌构建与KOL传播营销策略的革新研究——以哔哩哔哩生态为例 内 容 摘 要 新生群体（Z世代群体）、新兴媒介（Vlog短视频）以及新式营销（KOL营销），业已成为当今时代变革的关键词。在移动互联网与5G技术的助力下,新兴媒介Vlog作为短视频的一种新形式和新样态开始受到自1995年以后出生、从小就接触互联网技术并且玩转社交媒体的Z世代的热捧。一些Vlog创作者凭借互联网的低门槛式接触、体验性分享、便捷性传播，成为了互联网时代媒体内容的主要创作者，他们被称为互联网“关键意见领袖”，又被称为互联网KOL。互联网KOL的营销价值越来越被人重视。本文以近年来活跃在Z世代青少年群体的哔哩哔哩作为研究对象，阐述登上营销新舞台的KOL在社交化背景和Z世代认知之下发挥的影响力，透过哔哩哔哩KOL营销的现状与问题，提出可衍生的哔哩哔哩KOL营销创新化发展策略，最终为新兴媒介时代面向Z世代青少年群体的传播营销提供借鉴。 关键词：哔哩哔哩；Z世代；KOL；Vlog短视频；营销策略 Research on the Innovation of KOL Communication Marketing Strategy Based on Youth Group——Taking Bilibili as an Example Abstract The new generation group (Generation Z group), the emerging media (Vlog) and the new marketing (KOL marketing) have become the key words for the transformation of the contemporary era. With the help of mobile Internet and 5G technology, the emerging media Vlog as a new form and new form of short video began to be popular with Generation Z who were born since 1995, have been exposed to Internet technology since childhood and have played social media. Some Vlog creators have become the main creators of media content in the Internet era by virtue of the low threshold contact, experiential sharing, and convenient dissemination of the Internet. They are called the key opinion leader of the Internet, and also known as the Internet KOL. The marketing value of Internet KOL is getting more and more attention. This article takes Bilibili, an active group of Gen Z youths in recent years, as the research object, and explains the influence of KOL on the new stage of marketing under the social background and Gen Z cognition. Through Bilibili KOL The status quo and problems of marketing, and the derivable Bilibili KOL marketing innovation development strategy are proposed, which will eventually provide a reference for the communication marketing for generation Z youth groups in the emerging media era. Keywords : Bilibili; Generation Z group; Key Opinion leader; Video blog; Marketing strategy 目