| With the development of the global Internet,the popularity of smartphone 4G,and the growing public demand for entertainment,short video industry came into being.Short video products refer to video content platforms with music accompaniment in less than 15 seconds.Short video products of the First World War Team,such as fast-hand,dither and watermelon video,gradually engulf more users' markets.Because of low technology threshold and small investment,new short video products are springing up like bamboo shoots.The whole short video market is booming,but competition is also fierce.Tencent,China's leading Internet company,joined the short video market very early.Microvision is Tencent's short video product.For a variety of reasons,micro vision has been neither warm nor cold,and even once was "taken to the cold palace" by Tencent.In the second half of 2017,when treble and fast-handed users increased rapidly,Tencent once again opened short video products micro-vision,through a series of user activities,once again walked into people's vision.But the micro vision is only second or third tier in the short video market.Compared with the first-line short video products,micro-vision and their content are much the same,the function is very similar,only by improving brand awareness and reputation,increase user stickiness and other ways,can quickly enhance the number of users,so that micro-vision into the first echelon.Many different research methods have been used in this thesis.Firstly,a large number of first-hand data were obtained by means of internal data survey,product team interviews and industry data fishing ground.Then,PEST analysis model and SWOT analysis method were used to analyze the status of short video industry and Tencent micro-TV brand operation.Finally,the brand transportation was carried out.Under the guidance of business theory,combined with the current actual situation,designed a set of suitable Tencent micro-TV product development brand operation mode. |
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