| Health problem itself is the origin of individual,family and even social development,and one of the unremitting efforts of mankind.The 17 th National Congress of the CPC made the healthy quality of the whole nation an important part of building a moderately prosperous society in an all-round way.To promote national health,it is necessary to take full consideration to the cultivation of individual health form,health consciousness and attitude."Healthy China 2030" plan outline also officially will "Healthy China" to a national strategy,points out that by 2030,promote the national health system perfect,the health development is more coordinated,at the same time to ensure that healthy lifestyle is popularized,by 2050,build a healthy country suitable for modern socialist countries.Based on the background,it is urgent to build a national health awareness through various media at all levels and external communication channels.Among them,thanks to the increasing user base of short videos and the hierarchical demand of health education,the audience of health communication was expanded.A healthy lifestyle has also evolved from one of the initial idealizations to a rigid need in the sense of current life bundling.Therefore,"Dingxiang Doctor" tiktok short video stands out from the highly homogenized industry with its humorous language style and unique video color,and becomes a unicorn in the health communication class of short videos.However,now "Dingxiang Doctor" tiktok short video with 9.5 million has encountered a development bottleneck.Compared with the growth of 5 million fans in half a year,there is significantly reduced new user growth rate and decreased transmission effect,facing the ceiling of new user growth.Based on this,in order to increase the user stickiness to "pull new and promote live",strengthening the operation effect needs to analyze and improve the process problems.In theory,with the help of "use and satisfaction" theory,from the perspective of users.In the research method,content analysis is used to analyze the operation effect of the video content itself.The content is analyzed from four dimensions.The questionnaire survey is used to quantitatively investigate the use and satisfaction of users of the "Dingxiang Doctor" tiktok short video.This thesis is divided into five chapters: the first chapter describes the research background and research status;The second chapter is an overview of the development of short videos of health communication and a brief introduction to the specific object of this study,the tiktok short video;The third chapter uses the content analysis method to conclude and analyze the video content orientation characteristics and operation effect of the "Dingxiang Doctor";The fourth chapter points out the existing problems of the account video in the process of analyzing the operation effect;The fifth chapter provides corresponding solutions to the problems existing in the operation process.Through this study,we found that the "Dingxiang Doctor" tiktok video content has obvious personal style and video characteristics.It also promotes the development of universal health science popularization,meets the needs of the audience,emotional needs,self identification needs,social integration needs and relieve stress needs while satisfying the health communication,and achieves good operation results.However,it is also found that there are some existing problems at the two levels of content dissemination and operation,such as "irregular breakpoints in content selection","uneven proportion of content supply","high frequency of commercial implantation" and "weak interaction with users",and targeted solutions are provided,Thus,it provides reference and reference value for the development of health communication short videos and more we media short videos. |
