Research On Information Dissemination Strategy Of Pear Video

From 2012 to 2015,the development of China's short video industry has been in the exploratory stage,with the emergence of the platform such as fast hands,beautiful shooting and second shooting.In 2016,the development of short video in China has been growing,and the number of short video applications has increased dramatically.Thanks to the improvement of various mobile services.The only competitive advantage of short video is that it is short enough to allow the user to get rich content in the shortest possible time.Compared with video,the information content has personality and social characteristics,which can meet the needs of user fragmentation.With the continuous development of short video,the application of video has begun to show the vertical characteristics,and the content production is extended to the vertical field,such as food,music,beauty make-up,information and so on.Pear video is the first information short video application in China,and its communication strategy is used for reference in the information short video industry.In this paper,the "pear video" is used as the research object.Through the case study on the information communication strategy of pear video,this paper finds out the advantages and disadvantages of the information short video in the communication strategy,and puts forward development Suggestions for the deficiencies.First of all,this paper introduces the development and status of information short video.Secondly,the strategy of video propagation was studied.It mainly analyzes the three aspects of positioning strategy,content strategy and operation strategy.It analyzes that advantages,disadvantage,opportunities and threats of pear video by SWOT analysis,so as to discuss its position strategy.The analysis of the content policy and operation strategy is mainly to use 4I theory to analyze the pear video content strategy and operation strategy.Through the analysis of the pear video dissemination strategy,it is found that pear video has a low content depth,a low audience viscosity,and a low level of platform flow.This paper puts forward some suggestions on the shortcomings of video communication strategy.It includes strengthening professional team building and creating high-quality content IP.Focus on building its own platform,reduce social media stream.