李子柒美食系短视频的营销策略研究.pdfVIP

摘 要 李子柒美食系短视频在海量短视频中脱颖而出，获得许多人的关注和喜爱，成 为业界关注的焦点，因此对其营销策略研究则具有实践意义。文章采取文献研究法 和案例研究法对李子柒美食系短视频的营销策略进行了研究。笔者在研究过程中， 依据对其作品的分析，将其营销策略归纳为内容营销、渠道营销和“ 电商+”营销三种 。对其营销活动而言，优质内容和多渠道传播机制是保障高效营销策略的前提。李 子柒以内容造梦生活方式，满足用户自我实现的精神需求，促进商业变现。针对这 些营销策略，从中得出优化内容、构建营销矩阵和加强粉丝互动三个方面的启示。 关键词：美食系短视频；李子柒；营销策略 I Abstract Li Ziqis short video of delicacy department stands out from the mass of short videos ，Get a lot of peoples attention and love ，Become the focus of the industry ，So Research on the short video marketing strategy of Li Ziqis delicacy department Is provided with Practical Significance 。This thesis uses content research method and case study method to conduct research on the short video marketing strategy of Li Ziqis delicacy department. In the research process,through the analysis of Li Ziqis short video case,the author believes that the main marketing strategies are content marketing, channel marketing and e-commerce marketing.Among them,high-quality content and multichannel communication mechanisms are prerequisites for a complete and funny marketing strategy.Li Ziqi dreams life style with content ,meets the spiritual needs of users self realization ,commercial realization is promoted.For these marketing strategies,the author gets three implications,they are optimal content,marketing matrix construction and the enhancement of fans interaction. Key words: short video of delicacy department ；Li Ziqi ；Marketing Strategy II 目 录 绪论 1 一、美食系短视频的概念和特征 2 （一）美食系短视频的概念2 （二）美食系短视频的特征2 1.内容重度垂直细分 2