短视频的营销模式及策略研究

Research on the Marketing Model and Strategy of Short Video

摘要: 随着移动互联网的发展和手机的大面积普及，各种短视频平台纷纷涌现，短视频平台不仅吸引了大量的用户，而且产生了海量的原创内容，受到越来越多企业的关注，短视频营销成为网络营销的新风口。短视频营销通过特有的碎片化、简易化等特征，更容易吸引潜在的消费者，达到宣传、引流等作用。对短视频的模式进行细化分工，例如：短视频 品牌营销、短视频 电商引流、短视频 知识付费，研究营销的创新之处，为广告主利用短视频进行营销提供一定的参考意见，最后对短视频营销环境中出现的问题提出相应的优化建议，为构建国内短视频行业可持续发展的未来格局提供一定的参考，进一步助力实现短视频与短视频营销的发展升级。

Abstract: With the development of mobile Internet and the large-scale popularization of mobile phones, various short video platforms have emerged, short video platforms have not only attracted a large number of users, but also produced a large number of original content, which has attracted the attention of more and more enterprises, and short video marketing has become a new outlet for network marketing. Through its unique characteristics of fragmentation and simplicity, short video marketing is easier to attract potential consumers and achieve the functions of publicity and drainage. The division of labor is refined for the short video model, such as: short video brand marketing, short video e-commerce drainage, short video knowledge payment. Research on the innovation of marketing will provide certain reference opinions for advertisers to use short video marketing. Finally, the paper puts forward corresponding optimization suggestions for the problems in the short video marketing environment, provides a reference for building a sustainable future pattern of the domestic short video industry, and further helps to realize the development and upgrading of short video and short video marketing.