Research On The Operation Strategies Of Food Short Video In We-media

On the occasion of the birth of the Internet,the information is keeping constantly updates,and the Internet has become a diversified media.From text,images to videos,the information is becoming vaster,visibility gets stronger,interactive and immediacy have become more and more prominent.In video industry,the richest expressive form is short video which face the rapid development.The short video not only give users new experience of entertainment which effectively fill the fragmentation of the users' time,but also meet the users' social needs through sharing,comments and interactions.With the gradual maturity of China's mobile Internet market,the Internet giant has been increasing the investment for video industry,as well as production threshold has been continuing to decline,from 2015 to 2016,the short video had embraced the explosive development.Short video as a new force of the Internet industry,not only has a large amount of users,but also develops rapidly,and the prospect is cheerful.With the continuous enrichment of short video content,the needs of users continue to refine,coupled with the capital support for vertical content keeps increasing,the vertical field leader is more likely to stand out,this situation in the short video industry has formed a fierce competition.But behind the heat phenomenon,short video is also facing some development problems.Based on the above situation,the author attempts to start with the case of vertical content,and select “Ri Shiji” as the object of study.In this paper,using the qualitative method of literature research and content analysis,as well as the operation strategy of the Internet,first analyzes the overall development of the video industry,then summarizes five hottest food short video from the media,“Ri Shiji”,“Eating guide from penguin”,”YI renshi”,“cook story”,“Mei Shitai” respectively,highlight the advantage status of “RI Shiji”,then give a further detail analysis of the development of “Ri Shiji” in current situation.The main part of the paper is based on the 5W model as the theoretical framework and opertation strategy such as image strategy,content strategy,location strategy,etc,studying the operation strategy of "Ri Shiji" from five aspects such as:the communication subject,the content of communication,the media,the audience and the communication effect.The first part analysis the attractiveness of “Jiang Laodao” and “Mr.Subing” by taking the image strategy.The second part gather all the video content in 2016 of “Ri Shiji”,then take the content strategy as insertion points,analysis it's unique characteristics from two aspects such as content and emotion.The third part analysis the whole media channels of “Ri Shiji”,including off-line channels,and the mainly channerls are micro-blog and WeChat.The fourth part start with location strategy,analysis it's users and operation modes.The last part analysis the current profit model,including commercial implant and soft advertising,e-commerce income,network traffic income from platforms.As well as most of we-media,“Ri Shiji” has also faced some common problems in the development process,such as the development of IP and homogenization of content,and analysis the causes of the problems,mainly because the current domestic IP and the liquidity is not mature,the available of capital remains to be pluralistic,and the continuous innovation of content have difficulties.Aimed at the problems,the author put forward three suggestions,the first way is to develop further IP,looking for the further way,creating diversified content;the second way,combining the developing trend of the Internet and own characteristics,choosing the suitable way of liquidity,such as expanding e-commerce,taking the Internet live and the film industry,only to realize the diversification of liquidity;the third suggestion is to open a "LOHAS" store,from online to offline,and making a correlative development.The last part of the paper,the author forecast the development of short video industry,the competition will get more intense,the vertical field of content will become more differentiated;the audiences is asking for more attractive personal charm;more then that,the operation of fans is more important from now on;finallyproposed a trend of diversified liquidity.