-抖音短视频营销推广策略研究.docVIP

PAGE 抖音短视频营销推广策略研究 摘要：随着智能手机的普及、移动互联网的兴起，信息的传播及表示方式更加多样化，短视频渐渐成为了信息传播的重要方式。在这种大趋势中，短视频平台数量与日俱增，竞争日趋激烈。其中，抖音短视频由于独特的定位和精准的目标用户推广，逐步在市场中形成了竞争优势。与此同时，它的不成熟之处也日益显露。 本文首先分析了抖音短视频目前的发展概况，以及中国短视频行业整体的发展趋势，然后从抖音短视频的发展历程中找出问题，分析问题。笔者研究了目前短视频市场的竞争状况，分析抖音短视频自身的核心竞争力，使之得以充分利用和放大优势，保持持续性的良好发展。与此同时，通过分析抖音短视频的发展历程，也给短视频行业未来的发展带来一定的启发。 通过分析抖音短视频的营销推广策略，本人从中发现了诸多的问题。在深入研究抖音短视频本身以及数据调查分析的基础上，对抖音短视频未来的发展提出了几点建议：（1）坚持抖音短视频一开始的自我定位：“记录美好生活”。（2）加大力度管理内容的输出，减少同质化内容和低俗化内容，扶持原创。（3）提高版权意识，保护创作者权益。（4）加强主流价值观引导，净化网络环境。 关键词：营销推广策略，抖音短视频，信息传播 Research on short video marketing promotion strategy Abstract： With the rise of mobile Internet and the popularization of smart phones, the expression and transmission of information has become more diverse, and short video has gradually become the main method of information transmission. In this general trend, the number of short video platforms is increasing and competition is becoming increasingly fierce.Among them, the short video of jitter is gradually competitive in the tiktok market due to its unique positioning and precise target user promotion. At the same time, its immaturity is increasingly exposed. Tiktok tiktok is the first step to analyze the development of short video in short time. The development trend of Chinas short video industry is also analyzed. Then, the problems and problems are identified from the development of short video. The author studied the current competition situation in the short video market, analyzed the core competitiveness of the tiktok short video, and made full use of it and magnified the advantages, so as to maintain a sustained and sound development. Meanwhile, by analyzing the development of tiktok short video, it also gives some inspiration to the future development of the short video industry. Through analyzing the marketing strategy of tiktok short video, I found many problems. Tiktok and tiktok tiktok video are analyzed in detail, and several suggestions are made for future development of the short vid