目 录摘 要......................................................................1关键词......................................................................1引言........................................................................31 绪论......................................................................31.1 研究背景................................................................31.2 研究目的及意义..........................................................31.3 国内外研究现状..........................................................31.4 研究的内容和方法........................................................42 短视频应用的崛起..........................................................42.1 短视频的含义............................................................52.2 短视频应用诞生的源头....................................................52.3 短视频应用的用户群体....................................................62.4 短视频的特征............................................................73 短视频应用的广告形式的分析................................................73.1 原生广告................................................................73.2 植入广告................................................................83.3 贴片广告................................................................94 抖音的广告价值分析........................................................94.1 抖音的发展现状..........................................................94.2 品牌传播能力...........................................................104.3 渗透引导能力...........................................................114.4 用户转化能力...........................................................114.5 广告的精准宣传能力.....................................................115 短视频广告传播的发展前景与不足...........................................125.1 短视频广告传播的发展前景................................................125.2 短视频广告传播的不足及改进措施...........
