Research On Marketing Value And Commercial Realization Of Mobile Short Video

Mobile short video has strong visibility,rich forms of expression and diverse scenes of use,making it a "entertainment center" for users.Its huge user scale,strong capital inflow and rapid market expansion make it the most powerful new media application outlet so far.The root cause of this gap is the communication and marketing revolution caused by "mobile" and "short video",which brings much attention to the business opportunities for the development of new media.The marketing value of mobile short video mainly lies in three aspects: first,the marketing entrance value formed based on the huge user scale aggregate traffic and the unique short video transmission with the new way of traffic activation;Second,due to the personalized push of short video content,users are subdivided in depth and vertically,and merchants can achieve unprecedented precision marketing,thus forming the marketing tag value.The third is the immersive shopping experience for consumers based on the marketing scenes closest to the reality.And the formation of marketing scene value.The marketing value of these three aspects is widely respected by merchants,and the commercial liquidity of mobile short video is increasing day by day.The realization methods are: e-commerce mode of "watching while buying",entertainment realization of "segment consumption",advertising mode of "conscious choice" of users,and other diversified derivative realization methods.Although these ways of realization are not unique to mobile short video,they are unique due to the specific marketing value of mobile short video.At present,the problems of mobile short video marketing are mainlyconcentrated in the fields of "information cocoon room",content distortion and infringement,etc.,while the problems of the realization method are mainly reflected in the fact that the realization means are less and tend to be saturated.In response to these problems,we can strengthen market regulation,raise the threshold of entry,expand the field of realization,and increase the means of realization,so as to lay a solid foundation for the sustainable development of the mobile short video industry.