摘要
近年来,人们的生活节奏越来越快,短视频平台以传播速度快、娱乐性强、消费时间短的特点迅速进入大众视野,其商业价值日益突出。大学生作为短视频平台的新兴消费者,具有巨大的消费潜力,短视频平台该如何调整营销策略来抓住这一消费群体呢?本文采用问卷调查和访谈法的方式,以大学生对抖音电商的态度为研究对象,分别从大学生消费群体的特征、抖音短视频电商的知名度、大学生在抖音上的消费行为三个方面进行分析,并据此对短视频平台提出了关于确立平台定位、采取物质激励手段、扩大商品种类等营销策略的有效建议。
In recent years,people’s life has become increasingly fast-paced,and short video platforms have rapidly entered the public’s views with the characteristics of fast dissemination,strong entertainment and short consumption time,and their commercial value has become increasingly prominent.As emerging consumers of short video platforms,college students have huge consumption potential.How should short video platforms adjust their marketing strategies to capture this consumer group?This study adopts a questionnaire survey and interview method to study college students’attitudes toward Douyin e-commerce,and analyzes the characteristics of college students’consumer group,the popularity of Douyin short-video e-commerce,and college students’consumption behavior on Douyin,and accordingly puts forward eff ective suggestions to short-video platforms about establishing platform positioning,adopting material incentives,expanding product variety and other marketing strategies.
作者
陈紫怡
刘莉琼
CHEN Ziyi;LIU Liqiong(Wuhan Business University Wuhan,Hubei 430056)
出处
《中国商论》
2022年第13期42-44,共3页
China Journal of Commerce
关键词
大学生
短视频消费
营销策略
电子商务
抖音
college students
short video consumption
marketing strategies
e-commerce
Douyin
