A Study On Operation Strategy Of Mobile Short Video Platform

Mobile Internet,as a product of the convergence of mobile communications a nd traditional Internet,has penetrated into all aspects of people's lives.With the c ontinuous expansion of the supportable terminal scale and data volume,more and more application services based on the mobile Internet.Today,the smart phones in our hands are no longer simply communication tools,but have become a comple x integrating multiple innovative network services.The form of information disse mination of smart phones has long been no longer limited to voice,text messages,and pictures.Mobile video applications that are more stereoscopic,telepresence,and interactive have become more widespread.Especially after 2016,mobile short video began to enter an explosive growth period,and a number of short video APPs,s uch as “Kwai”and“Tik Tok”,which have accumulated hundreds of millions of use rs,were born.This research comprehensively applied literature research method,participation observation method,semi-structured interview and questionnaire survey method to analyze and research the characteristics of mobile short video platform's dissemination characteristics,operationmodes,user motivation and participation behaviors.And on this basis,put forward the operation strategy of mobile short video platform.The main findings are as follows:1.Short videos improve the dissemination efficiency of media information and give people more powerful and richer ideographic functions in social communication.Its lightweight content has high information richness,strong social attributes,and the propagation characteristics of the composite content production model.2.The mobile short video platform is an Internet product.The operation has the characteristics of data-oriented task orientation,periodicity,and customer supremacy.A benign operating team structure is the key to achieving operational goals.3.Through the exploration of the relationship among the motivations,participation behaviors,and behavioral intentions of mobile short video users,it is demonstrated that there are positive motivational effects of the six motivations on user participation.4.The feasible operation path of the mobile short video platform was output from the three levels of content operation,user operation,and activity operation,focusing on the refinement of user operations strategy.The research conclusions have certain significance for understanding the features and user behaviors of mobile short video platforms and how to operate mobile short video platforms.