短视频营销在跨境电商平台的应用分析--以阿里巴巴国际站为例.docxVIP

PAGE PAGE 11 短视频营销在跨境电商平台的应用分析 --以阿里巴巴国际站为例 摘 要 短视频作为移动社交时代的一种新兴的互联网传播媒介，已经渗透进大众生活的方方面面，影响并改变着大众的信息传播方式。近几年随着短视频平台的发展，企业开始利用短视频进行营销，短视频以其时间短，传播速度快 等优势，成为企业向消费者展示产品的主要方式，也由此改变着网络消费者的消费习惯。随着短视频营销越来越普遍，跨境电商平台也开始鼓励卖家进行短视频营销，短视频应用于跨境电商营销的模式如何，企业如何制定符合企业和产品特性的短视频营销模式，及其存在相关问题更值得我们探究。本文主要采用案例分析的方法，分析阿里巴巴国际站中短视频的发展和营销现状，对针对国际站中短视频营销存在的问题，进一步分析短视频营销的应用，提出基于跨境电商平台的短视频应用策略，更好地跨境电商企业服务。 关键词：短视频营销，跨境电商，阿里巴巴国际站Summary As a new Internet communication medium in the mobile social era, short video has penetrated into all aspects of peoples lives, affecting and changing the way the people spread information. In recent years, with the development of short video platforms, companies have begun to use short videos for marketing. Short videos have become the main way for companies to display products to consumers due to their short time and fast dissemination speed, which has also changed online consumption. Consumer’s consumption habits. As short video marketing becomes more and more common, cross-border e-commerce platforms have also begun to encourage sellers to conduct short video marketing. How are short videos applied to cross-border e-commerce marketing, and how companies can formulate short video marketing models that meet the characteristics of the company and products , And its related problems are more worthy of our investigation. This article mainly adopts the method of case analysis to analyze the development and marketing status of short and medium videos on Alibaba International Station, and further analyzes the application of short video marketing based on the cross-border e-commerce platform. Short video application strategy to better serve cross- border e-commerce enterprises. Keywords: short video marketing, cross-border e-commerce, Alibaba International Station 第一章 绪论1.1研究背景 短片视频是一种短小而精的视频，大多数短片视频的时间是十几秒到几分钟。与照片、文字等传统媒体相比， 短片视频具有生动性、时间短、娱乐性强、内容丰富多彩的特点。此外，短视频还可以定向向用户发送感兴趣的内容，实现个性化的服务。 近年来，随着我国移动互联网的迅猛发展、移动通信技术的高效化、无线网络的广泛普及、流量资源的下降和社交媒体平台的频繁出现，我国迎来了移动社交时代。 短视频APP通过