摘要
文章基于UGC下短视频营销模式,以KS短视频平台为研究对象,指出UGC模式下短视频精准营销存在的一系列问题,结合企业所处的营销环境对具体问题做具体分析,并得出优化解决措施。结论发现:短视频平台及时掌握用户的喜好动态,为用户提供个性化推荐,为用户群体提供精准定位,能有效推进UGC用户的优质化转型,提升内容品质,减少视频内容同质化。研究结论对其他平台企业开展精准营销具有一定的参考价值。
This article is based on the short video marketing model under UGC(user generated content),combined with the KS short video platform as the research object,points out a series of problems in the precision marketing of short videos under UGC model,combined with the marketing environment in which the company is located,makes specific analysis of specific issues,and obtains Optimize solutions.The conclusion is that the short video platform timely grasps the user's preference dynamics,improves personalized recommendations for us ers,and provides accurate positioning for user groups,which can effectively promote the quality transformation of UGC users,improve con tent quality,and reduce the trend of homogenization of video content.The research conclusion has certain reference value for other platform companies to carry out advanced marketing.
作者
陈文冬
陈晓蕾
任宇光
Chen Wendong;Chen Xiaolei;Ren Yuguang(Guangzhou College of Commerce,Guangzhou,Guangdong,511363;Macao University of Science and Technology,Macao,999078,China)
出处
《市场周刊》
2022年第4期75-77,81,共4页
Market Weekly
基金
广州商学院教学质量与教学改革工程项目“特色专业建设项目——市场营销”(项目编号:2019XJTSZY03)
广州商学院2019校级课题“基于开放式创新的粤港澳大湾区内企业创新路径研究”(项目编号:2019XJYB019)。
关键词
UGC
短视频
精准营销
优化
策略
UGC
short video
precision marketing
optimization
strategy
