Research On The Operation Of Short Video APP

With the development of communication technology and the advent of the era of mobile Internet,it is increasingly difficult to meet the needs of netizens to express their feelingsand highlight their personalities through social media by using simple text,picture or even the voice.As a result,short video APPs rapidly rise and become an important element of social network.Since the advent of "Miaopai" in 2014,all kinds of short video APPs have mushroomed.This kind of vivid and more interactive mobile APPlicationsare popular among netizens because of its unique "tool + social" attribute.After several years of industry competition and reshuffle,the industry is now led by the "Kuaishou" with 700 million users and the "Tik Tok" throughout the network in the 2018 Spring Festival,basically laying the foundation for China's short video industry pattern.Based on the rise and development of short video APPs in China,this paper makes a comparative analysis of "Tik Tok" and "Kuaishou" from the perspective of operation,in order to explore several main aspects and possible problems in the operation of short video APPs.Firstly,this paper defines the concepts and characteristics of short video,and analyzes the reasons for its popularity.Then,it mainly compares the operation conditions of the market positioning,product design and function,production and distribution of content,marketing and promotion methods,profit model of realization,platform supervision mechanism,etc.,to explore how the two companies successfully survive in the fierce market competition.Finally,combined with the above comparative analysis and findings,it puts forward the corresponding improvement strategy for the problem.