快手公司的发展现战略研究摘要在美拍、秒拍等短视频APP的影响下，短视频成为了当前用户使用较高的传播形式。快手由GIF转型成为短视频APP，却凭借其以草根群体为主的特性，打造成了一个短视频社区产品，主要设计同城、关注、发现等类型，引导用户关注。短视频行业作为一个新兴行业，在内容制作、审核、版权及运营等方面还处于不断探索中。本文主要对快手的发展现状、如发展模式、用户结构等进行分析，并探析其在发展中存在的问题，提出针对性的发展建议。旨在对快手及其他短视频APP的发展有一定参考。关键词：快手；短视频APP；发展TheDevelopmentStrategyofFastHandCompaniesAbstractUndertheinfluenceoftheshortvideoAPPsuchastheUSfilmingandthesecondfilming,theshortvideohasbecomeaformoftransmissionthatiscurrentlyusedbythecurrentusers.Fast-movingfromGIFtoshort-videoAPP,butwithitsgrass-rootsgroup-basedfeatures,creatingashortvideocommunityproducts,themaindesignofthesamecity,attention,discoveryandothertypes,toguidetheuser'sattention.Shortvideoindustryasanewindustry,incontentproduction,review,copyrightandoperationsarestillinconstantexploration.Thisarticlemainlyanalyzesthedevelopmentstatusoffasthand,suchasdevelopmentmode,userstructureandsoon,andanalyzesitsproblemsindevelopment,andputsforwardsomesuggestionsfordevelopment.DesignedforfasthandandothershortvideoAPPdevelopmenthavesomereference.Keywords:quickhand;shortvideoAPP;development目录一、绪论............................................................1（一）研究背景及意义............................................1（二）国内外研究现状............................................11.国外研究现状..............................................12.国内研究现状..............................................2二、短视频APP的发展现象............................................4（一）短视频APP的概念..........................................4（二）短视频APP的兴起..........................................4（三）短视频APP发展因素........................................51.逐渐成熟的网络环境........................................52.移动媒体的崛起............................................53.碎片化的传播语境..........................................64.多元化的表达形态..........................................6三、快手发展现状....................................................8（一）快手简介..................................................8（二）快手发展模式..............................................81.GIF转型..................................................82.打造社区产品..............................................83.UGC标签从不引导.........................................9（三）用户结构分析..............................................9（四）用户行为特征..............................................9（五）竞争对手分析.............................................101.以美拍、秒拍为代表的短视频APP...........................102.以头条视频等为代表的综合类平台...........................10四、存在的问题.....................................................11（一）视频著作权难以保护.......................................11（二）用户信息安全.............................................11（三）内容质量审核难度大.......................................11（四）渠道拓展和资源优势待加强.................................11（五）内容质量待加强...........................................11五、发展策略.......................................................13（一）社交融合....................................
