新媒体短视频的传播策略研究以短视频APP“抖音”为例 新媒体专业VIP免费

新媒体短视频的传播策略研究——以短视频APP“抖音”为例摘要短视频指一种视频长度以秒计数，主要依托于移动智能终端完成快速拍摄和美化编辑，可在社交媒体平台上实时分享和无缝对接的一种新型视频形式.在技术门槛越来越低的今天，短视频社交成为越来越多网友们青睐的线上社交方式。本文以目前发展迅速的短视频APP抖音为研究对象，分析新媒体短视频的传播策略。主要介绍了自媒体短视频的发展历程，从传播的内容、渠道、目标对象及盈利模式四个方面，阐述了抖音的传播策略，并分析了抖音目前存在的问题及解决策略，希望能为同行业的发展提供借鉴意义。关键词：短视频；抖音；传播策略；解决对策ABSTRACTShortvideoreferstoakindofvideolengthmeasuredinseconds,mainlybasedonmobilesmartterminalstocompletefastshootingandbeautificationediting,andcanbesharedandseamlesslyconnectedonthesocialmediaplatforminanewvideoformat.Thetechnologythresholdisgettinglowerandlower.Today,shortvideosocialnetworkingisbecomingmoreandmorepopular.Thisarticletakestheshort-livedvideoAPPVibrato,whichiscurrentlydevelopingrapidly,astheresearchobject,andanalyzesthecommunicationstrategyofshortvideoinnewmedia.Itmainlyintroducesthedevelopmenthistoryofself-mediashortvideo,andelaboratesthetransmissionstrategyofVibratofromfouraspects:content,channel,targetaudienceandprofitmodel.ItalsoanalyzesthecurrentproblemsandsolutionsofVibrato,hopingtoProvidereferenceforthedevelopmentofthesameindustry.Keywords:shortvideo;Vibrato;communicationstrategy;solution目录摘要......................................................................................................................IABSTRACT.........................................................................................................II一、绪论...............................................................................................................1（一）研究背景....................................................................................................1（二）研究意义....................................................................................................1（三）国内外研究现状........................................................................................2（四）研究方法...................................................................................................3（五）研究思路....................................................................................................4二、新媒体短视频概述........................................................................................4（一）新媒体概述................................................................................................4（二）短视频概述...............................................................................................5三、短视频“抖音”的传播策略研究...............................................................7（一）短视频“抖音”简介...............................................................................7（二）“抖音”传播策略分析............................................................................7四、短视频传播存在的问题及策略..................................................................10（一）视频内容质量良莠不齐，完善管理制度与办法..................................10（二）内容同质化严重，加强版权管理..........................................................11（三）盈利模式单一，拓展其他业务.............................................................12结论...................