Research On The Tactics Of Content Marketing Of ZYYT Company's VC Short Video Platform Based On Co-Creating Value

In recent years,as the Internet continues to flourish,there have been great changes and upgrades in information dissemination speed,mode of communication,and the dimension of communication under the global information economy.With the popularization of 4G communication networks and the upgrade of upcoming 5G communication network,more and more contents with fragmentary information will appear in our work and daily life.With the rapid and continuous development of global social media and short video industry in this era,short videos have played an important role in social media and become the main dissemination form.The content of short videos has gradually become the master and direction of the content industry from content to platform,from we-media to traditional media industry,from market to brand.Moreover,the contents of short videos start to affect our life.High-quality short videos in various categories and production organizations emerge in endlessly.All major short video platforms are constantly and iteratively updating the tools of short video production with technology.The rapid development of the mobile Internet has led to the development of the short video industry,also accelerated the development of short video content,of which industry the economic value that can be generated in trillion-level marketing scale.In virtue of the propagation mode of fragmentary contents,short video business has broad prospects for development under the environment of social,user,e-commerce,brand marketing and viral marketing.In the year of 2018,the dramatic rise in the short video industry has become the focus of attention,especially in economic volume,information transmission speed,communication channels and user scale.The rapid growth of the short video industry has activated plenty of short video platforms,which attracts the attention of capital,brand,media and the public.Most of the market space and users are dominated by leading short video platforms such as Baidu,Ali,Tencent and Toutiao.While the companies who operate mobile short video shooting tools include Meipai,Meitu,VUE and others also occupy with certain advantages in this market.China Publishing Group Corporation(CPG),China Translation Corporation and ZYYT Corporation which are subordinate companies of Publicity Department of the CPC Central Committee,determined to venture into the short video industry in consideration of the current advantageous circumstance of policy,industry and market.VC mobile application(VC),a short video creator product taking copyright,function,IP and branding as leading force that published by ZYYT Company,launched in 2018 relying on the vital support of CPG while following the development trend of Internet industry.This practical dissertation researches the strategies of content marketing of VC based on the characteristics,product features,user attributes and other aspects of the function-based short video platform,which ultimately resulting in a combination of theory and practice.Based on the practical case of ZYYT company,to analyze the marketing environment and marketing strategies directed at the characteristics of ZYYT's short video product,this dissertation primarily studies the related knowledge and existing findings of marketing management theories at home and abroad.Probing into the major problems and related causes of VC in content marketing,this dissertation summarizes the difficulties and solutions and analyzes optimal marketing strategies that maximize the benefits for VC from macro environment,competitive environment,marketing strategy formulation and selection,marketing methods of short video industry based on the value co-production,which aims at promoting the steady and continuous development of VC application.