Research On Financial Short Video Communication Strategy From The Perspective Of Use And Satisfaction

Due to the characteristics of high communication efficiency,personalized content,low production cost and the development of mobile communication technology,short video has developed rapidly since 2016 and has been able to produce great social influence.With the expansion of the scale of short video,different segments have also been fully developed.As an important category of short video,financial short video has also been developed due to the participation of mainstream media and we media.However,due to the lack of user stickiness,low verticality of content,failure to master platform algorithms and many other reasons,the development of financial short video industry is uneven,and there are great differences between different financial short video communication effects.Therefore,this paper will analyze the problems existing in the current financial short video communication,and try to put forward a practical financial short video communication strategy.This paper uses the research methods of literature analysis,questionnaire survey and case analysis to study the research object of financial short video.By analyzing and combing the existing Chinese and English literature,we try to find the research gap in the field of financial short video.With the help of questionnaire survey,understand the current users' satisfaction with the use and demand of financial short video,and analyze the problems existing in the current communication of financial short video in combination with cases such as "financial magazine" and "Wizard finance".When analyzing the current communication strategy of financial short video,it is supplemented by successful cases such as "straight man finance","teacher crane says economy" and "n Xiaohei finance".This paper mainly includes five parts: the first part is the introduction,which analyzes the relevant research background,research significance and research status at home and abroad of the current research on financial short video communication strategy;The second part is the overview of financial short video,including the concept definition,classification,rise reasons and characteristics of financial short video;The third part analyzes the current use behavior and demand satisfaction of financial short video users;The fourth part analyzes the problems existing in the current financial short video communication under the background of use and satisfaction theory;The fifth part analyzes the communication strategy of financial short video by combining the use and satisfaction theory.This paper analyzes the current development difficulties in the field of financial short video,and puts forward some countermeasures and suggestions,including at the content level: vertical production of content,focusing on original content,improving content quality,optimizing video topic selection,etc;At the technical level: strengthen the application of technology and make use of algorithm recommendation mechanism;At the level of commercial operation;Diversified ways to broaden profit channels,strengthen account identification,increase user stickiness,establish short video communication matrix,do a good job of "gatekeeper",etc.This paper broadens,enriches and supplements the theoretical research of financial short video,and studies the communication strategy of financial short video combined with use and satisfaction theory.In practice,it is helpful for financial short video practitioners to choose appropriate communication strategies and promote the healthy development of financial short video industry.