The Research On Innovation And Promotion Of Music Short Video Douyin Process

As the late entrants in the field of short video,music short video application Douyin created a new form of social with music,with its clear vertical positioning that focus on young people's 15 seconds music short video community.In December 2017,it reached the peak of IOS App Store free list.This thesis regard short music video application Douyin as the research object,using literature analysis,interviews,case study method,probe into its characteristics of product innovation and brand promotion logic following the burst of publicity,then analyze the problems that Douyin face and put forward improved strategies,which can supply references to the development of Douyin and other short video application.This article starts from Douyin's formation,development and product positioning,customer positioning,put forward Douyin has five innovation characteristics,namely strong music social compatibility of relative advantage,meet customer value and demand of compatibility,operation simple and convenient of usability,low cost easy addictive of testability and stimulate sharing of observability.In addition to the internal product innovation,It argues that,the rapid development of the Douyin is closely related to its brand promotion strategy.In this paper,It mainly summarizes three successful promotion strategy:reform,operate and promote combined with the local practical situation by accurate positioning on Chinese young people;make the creative marketing that conforms to the product by clever using the influence of traffic IP;enhance the brand's influence on the corporate clients by exploring the new business model of short video.In fact,Douyin is in a dilemma after quickly flied red,chiefly its original innovation characteristics facing challenges,including relative advantage,compatibility,usability,testability and observability,and its brand promotion have been hampered by crisis of confidence,false prosperity,external oppression.Therefore,Douyin should also maintain innovation features actively and adjust promotion strategy with the times while developing and expanding rapidly.