本科论文摘 要中国电商市场的发展一直以越来越快的速度在进行着自我颠覆，不间断的更新换代也造成了每种模式的生存周期越来越短了。抖音平台自出现以来逐渐抢占了移动互联网的流量制高点，随即又开启了进军电商市场的步伐，且后来者居上。2019 年与阿里强势地展开合作，为抖音近两年在成为电商流量变现高地铺平了道路。抖音模式的发展和其快速变现的销售能力，已经成为电商行业不可忽视的一股潮流。在电商中，服装类一直都是需求量大、复购率高的类别，是电商企业争夺用户潜力最大的品类市场。抖音服装业的发展最终体现在粉丝的粘性和账号内容的建设上，用户的关注往往来源于某个视频以及进入主页后的全部视频，故给消费用户良好的视觉效果和有价值的信息传递才能增加商业变现的可能，思考如何让用户产生消费冲动，甚至将其变为粉丝群体，从而产生长期消费是服装类抖音的目标。本作品将以 H5 作品的形式呈现，展现服装品牌应如何利用短视频营销，抓住抖音这一流量大平台来达到利益最大化，有针对性的发力，并以此为基础，建立多重消费触点，低成本带动转化。让读者一目了然地了解作者关于以抖音平台为阵地，建立流量聚集地的思考。关键词：服装电商；短视频营销；抖音平台 本科论文AbstractThe development of China's e-commerce market has been subverting itself at a faster and faster speed， and the continuous upgrading has caused the life cycle of each model to become shorter and shorter. Since the development of douyin platform ， it has gradually seized the commanding height of mobile Internet traffic， and then started to enter the e-commerce market. Strong cooperation with alibaba in 2019 has paved the way for douyin to become an e-commerce platform in the past two years. The development of douyin model and its rapid realization of sales capabilities have become a trend that cannot be ignored in the e-commerce industry.In e-commerce， clothing has always been a category with high demand and high repurchase rate ， and it is a category market where e-commerce enterprises have the greatest potential to compete for ...
