User Operations Strategy For Gourmet Short Video

With the acceleration of people's pace of life,fragmented reading habits,short video "short and small" distinctive features by more and more users pro-gaze.The trend of vertical development of short video is becoming more and more obvious,the food field as a vertical sub-sector of its content is constantly developed and enriched,competition is increasingly fierce,some gourmet short video from the development of media face many problems,such as the user's increment tends to stabilize or even decline,content homogenization serious,transformation mode single and so on a series of problems.Trace back to the source we found that content has become the core part of user operations,the current situation in the field is the head of the Big V development is in full swing,and the waist below the gourmet video self-media survival,which is the result of weak content creation and poor user operation.The author analyzes the short video content published by the head Big V in the gourmet field of the major short video platforms and the way of its operation,summarizes its experience in user operation,and provides a better user operation strategy for the development of the field in theory.This paper will focus on the operation strategy of gourmet short video users,through the reference to the "AARRR model" and combined with the media management theory of the gourmet short video content,operation mode,profit mode analysis,the content of the study mainly includes the following aspects: in the introduction of the paper introduced the background and significance of the study,This is the current situation of the study of gourmet short video and user operation.On the basis of drawing on the user operation model and theory at home and abroad,combined with the current development status of china's gourmet short video from the media,from the user's pull new,promote live,retain,transform four aspects of the user's operation strategy.The next paper gives a detailed account of the strategies for each stage of the gourmet short video user operation.The first chapter of this paper analyzes the development of the user operation of gourmet short video,mainly in the development course of gourmet short video and user operation.From the media point of view,the short video form and user operation of gourmetproducts are systematically analyzed.The second chapter analyzes the user,' the second chapter from the perspective of the communicator,content and user attributes,so as to develop a new strategy for users to pull.The third chapter develops the user's activation strategy by studying the interaction between the media and fans in the virtual platform and the real world by studying the gourmet short video.Chapter 4 The user's retention strategy is mainly based on the productivity aspects of the communicator and the experience of the recipient.Chapter 5 The user's conversion strategy is profitable from the way content marketing,social e-commerce and brick-and-mortar store marketing are made.