摘要
该研究旨在探讨抖音短视频内容的营销价值及其实现的可能性,观察整个短视频行业发展的状态,探析平台目前出现的问题,并尝试提出一些建设性意见,以指导行业的良性发展。从移动短视频内容的发展现状出发,通过数据和文献资料分析,发现移动短视频领域营销的规律和特点,再通过对抖音短视频平台的分析,剖析用户通过创作短视频内容而获得的营销价值,并找到行之有效的变现方式,继而探讨目前抖音在营销方面存在的问题,并尝试提出一些建议。
This research aims to explore the marketing value of TikTok short video content and the possibility of its realization,observe the whole development of the short video industry,and analyze the problems that exist at present,and tries to put forward some constructive suggestions to guide the healthy development of the industry.Starting from the development of mobile short video content,this paper finds out the rules and characteristics of mobile short video marketing through the analysis of data and literature,analyzes the marketing value obtained by users through short video creation based on the TikTok short video platform,finds effective ways of cash realization,then explores the problems of TikTok marketing at present,and tries to put forward some suggestions.
作者
李倩
王慧仪
LI Qian;WANG Huiyi
出处
《科教文汇》
2021年第7期180-181,共2页
Journal of Science and Education
基金
2017年湖南省教育厅优秀青年项目“基于原始载体差异的数字出版内容分类与差异化管理研究”(17B057)。
关键词
短视频内容
营销价值
变现方式
short video content
marketing value
cash realization method
