抖音短视频平台营销策略分析.docxVIP

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摘要

在当今短视频行业发展势头迅猛的时代，“抖音”作为一款在近两年兴起的短视频软件，取得了非常辉煌的成果。在抖音短视频平台上，用户可以随心所欲地创建并发布视频。抖音在其自身得到稳定发展的同时，也带动了一系列产业链的发展，以其将社会与短视频结合的特点迅速发展并占领市场。但是我们对短视频平台的研究也仅仅局限在行业概况以及浅层的营销，没有深刻细致的研究深层次的东西，没有总结出一套短视频行业发展切实可行的模式。

本文旨在研究在新时代背景下，抖音短视频平台的营销策略。通过SWOT分析法分析出了抖音短视频平台的优势，劣势，机会和威胁。归纳出抖音短视频平台缺少专属活动，缺少对直播复购消费的激励，以及盈利模式单一等问题。针对以上问题提出开创直播电商标志盛典，新增激励规则，和创新盈利模式等建议。抖音短视频平台面临着越来越严重的挑战，所以其需要把握机会结合自身优势不断完善，明确其自身的营销方向，促进抖音更好的发展。

关键词：抖音；营销策略；SWOT分析

ABSTRACT

Intoday’seraofrapiddevelopmentoftheshortvideoindustry,“TikTok”,ashortvideosoftwarethathasemergedinthepasttwoyears,hasachievedverybrilliantresults.OntheTikTokshortvideoplatform,userscancreateandpostvideosastheywish.WhileTikTokhasdevelopedsteadily,ithasalsoledtothedevelopmentofaseriesofindustrialchains,rapidlydevelopingandoccupyingthemarketwithitscombinationofsocialandshortvideos.However,ourresearchonshortvideoisonlylimitedtotheindustryoverviewandshallowmarketing,withoutprofoundanddetailedresearchonthedeeperlevel,andwithoutsummarizingasetofpracticalandfeasiblemodelsforthedevelopmentofshortvideoindustry.

ThepurposeofthispaperistostudythemarketingstrategyoftheTikTokshortvideoplatforminthecontextofthenewera.ThroughSWOTanalysis,theadvantages,disadvantages,opportunitiesandthreatsofTikTokshortvideoplatformareanalyzed.ItisconcludedthatTikTokshortvideoplatformlacksexclusiveactivities,lacksincentivesforlivebroadcastrepurchaseconsumption,andhasasingleprofitmodel.Suggestionsareproposedofcreatingalivestreaminge-commercelogofestival,addingincentiverules,andinnovatingprofitmodelsinresponsetotheaboveissues.TikTokshortvideoplatformisfacingmoreandmoreseriouschallenges,soitneedstograsptheopportunitytocombineitsownadvantagestocontinuouslyimproveandclarifyitsownmarketingdirectiontopromotethebette