| Since the September 26 th,2016,the short video of the vibrating video has been launched,the market that marks the short video of music has begun to steadily drive the rapid development of the entire short video platform at the speed of the flying man.It has become the most popular software among young people.One,more and more people are willing to spend their life time on these media software.Faced with the speed of the Internet again and again,people no longer rely solely on the information mode of text and pictures.They also like the new mode of vivid image like short video.They only need to be in the short video platform.After spending a short period of time,you can feel the joy of others and share your own life.Short videos rely on novel content to develop in the new media era.Nowadays,the market structure of music short video has matured,and the market size and user scale have occupied a large market share.However,on the one hand,the decline in content quality,insufficient development of profit channels,and poor performance of advertising will affect In the market development after the further impact of the media,on the other hand,the traffic ecology and fan maintenance are not timely.For the upcoming new development model,how should we turn it into a waste,make the best use of it and let the platform The steadily realizing the realization of commercialization and other issues are facing enormous challenges.In this paper,the author analyzes and summarizes the following phenomena in the following aspects of music short video through communication and marketing and provides a good strategy for the development path.The first chapter of this article is an introduction.This paper summarizes the current development status of short video and short video music and understands the development background and research significance of the research object by reading a large amount of literature,expounding the purpose of the research and the innovation and necessity of the subject selection.The second chapter,based on the theory of communication and marketing,explores how short music videos can survive in the market from the different perspectives of communicators and audiences.The author firstly observes the audience's demand for the platform emotionally and functionally through the 'brand value chain' and the 'use and satisfaction' theory,and then uses the 4D theory of marketing to analyze the interdependence between the audience and the short video platform.It reflects the commercial value and rising space of music short video in the market.In the following market development,the short video of music will become a new force for the mature development of the Internet industry with its value of youthfulness and timeliness.The third chapter,through a large number of data reports,the author found that the commercialization of short video has become the trend of the times.In this paper,through the analysis of the current development status of the existing commercialization model,and for the new market structure and new technology that the platform is about to face,it puts forward its own opinions on each existing cash-realization model.The fourth chapter mainly expresses the author's analysis based on the new situation and new challenges that the short video industry will encounter in 2019,and proposes a new realization strategy.In response to each model in the new era of 5G,how to improve the monetization strategy and expand the monetization channel,how to strengthen social and technical improvement,etc.put forward specific improvement suggestions.Under the different challenges that music short videos are about to face,we will make suggestions for the development path through the theoretical knowledge of each subject.I hope that in the road of realizing the short video of music,how to deal with the changing market environment and provide helpful help and reference. |
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