Research On Communication Effect And Strategy Of Short-Video Marketing

In just a few years,the-short-video has entered the public view with an irresistible trend,and its influence has gradually affected all walks of life.This is inseparable from its production cost is low,the transmission speed is fast,the social attribute is strong.At the same time,the-short-video blurs the line between producer and consumer,and anyone can be a producer of content as well as a consumer of content.For brands,a fun short-video can increase brand exposure,which in turn drives users to become interested in the brand,buy it,and spread the idea.In this context,a new content marketing mode——the-short-video marketing mode was born.This paper,by means of questionnaire survey,literature analysis and data analysis,combined with relevant theoretical knowledge of communication,combs the marketing communication of short-video,and summarizes the concept,characteristics and communication elements of the marketing mode of short-video.Aiming at the communication effect,a questionnaire was designed around population,attention motive,the content of video and user's behavior.Through quantitative analysis,the relationship between the communication effect of short-video marketing mode and various influencing factors was verified.Based on the research results and related reports,this paper summarizes the development bottleneck of this marketing model and puts forward specific development strategies.Article begins with the introduction,mainly introduces the research background,research object and method,etc,and combed the literature review in the first chapter,the author of “short-video marketing” defining the concept,characteristics,thought “short-video marketing” is a in the form of a short-video,through the Internet transfer value,the story and interesting products or information,links and shopping scene movie scene,causing the user product consumption behavior of a new marketing model.In the meantime,it also sorts out the integration development process of short-video and e-commerce,and analyzes the conditions for short video marketing from three aspects: the necessity,feasibility and challenge of development.In the second chapter,the author explores the operation mechanism of the-short-video marketing model.In this chapter,the author believes that the interaction between the three main factors of content,e-commerce and users and other auxiliary systems,such as logistics and online payment system,short-video marketing can realize the unified operation of information flow,capital flow and logistics.In the third chapter,the communication effect of short-video marketing is analyzed and explored by means of questionnaire and online data analysis system of SPSSAU.The investigation and analysis are carried out from four aspects: audience population analysis,user attention motivation analysis,video watching and forwarding,and e-commerce participation behavior of users.In the fourth chapter,combined with the survey results of the third chapter and the industry development report,the paper analyzes the difficulties faced by this marketing model in the development,such as the problems of user habits,content production and so on.In the fifth chapter,combined with the bottleneck in the development process of the short-video marketing shown in the fourth chapter,the author puts forward some suggestions.At the same time,the author thinks that the short-video marketing can't figure at that time the fast,need in the process of gradual,on the basis of user-centered,through better content output arouse people's social diffusion and fully tap the creators of content innovation capacity,concurrently,with the aid of new technology for marketing can assign,find more suitable for the users to content.