201623410356-谢虎跃-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.pdfVIP

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 I 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 devel