摘 要随着短视频平台的不断发展和知名品牌的入驻，短视频营销价值在逐渐体现出来由于广告在短视频市场上的不断发展，短视频营销产业在不断形成新的市场格局，视频营销将成为当今信息碎片化潮流中的主要营销方式。随着营销市场这块蛋糕的不断变大，其存在的问题也是越来越显著。目前我国网络短视频营销具有手机移动客户端传播、内容生产简易化、碎片化信息传播、分享社交化、目标精准、互动性强的特点，拥有企业自主运营、病毒式营销、植入式营销、互动性创意短视频的方式，但存在着内容同质化严重、网络监管薄弱、价值导向不明确、营销渠道形式单一的问题，针对这些问题，本文提出重视短视频内容设计，优化团队开展持续性营销活动、契合企业目标市场与定位、加强网络监管力度，树立正确的价值导向、整合多种营销渠道形式的发展对策，希望对短视频行业从业者的实践提供参考意见。关键词：短视频；短视频营销；网络短视频AbstractWith the continuous development of short video platforms and the entry of well-known brands, the value of short video marketing is gradually reflected. Due to the continuous development of advertising in the short video market, the short video marketing industry is constantly forming a new market pattern, and video marketing will become the main marketing method in today's information fragmentation trend. As the cake in the marketing market continues to grow, its problems are becoming more and more significant. Currently, online short video marketing in China has the characteristics of mobile phone customer communication, simplified content production, decentralized information exchange, social sharing, accurate goals, and strong interaction. It has independent operation of enterprises, viral marketing, implanted marketing, Interactive creative short video methods, but there are problems with serious content homogenization, weak network supervision, unclear value orientation, and a single form of marketing channel. In response to these problems, this article pr...
