Research On The Operation Improvement Strategy Of Game Short Video "Cheng Mai"

With the advancement of technology and the rapid development of Internet,short videos are popular all over the world.Everybody can UPload the videos made by themthelves,with no professional equipment,no professional technology,just a mobile phone.With the massive output of short videos,video accounts now tend to make detailed positioning of target audiences,making short video types differentiated.The subject of this thesis is "Cheng Mai",a real-life game short video account that UPloaded mainly on the Bilibili.On May 22,2022,"Cheng Mai" UPloaded the first video on Bilibili.Until January 14,2023,the account has UPloaded a total of 8 videos,subscribed by about 9000 people.In the gradually saturated short video market,it is a pressing problem for "Cheng Mai",as a new self-publisher,to stand out and gain the s UPport and attention of audience so as to increase its subscribers.Basing on the Customer Relationship Management theory,I study the current situation of the operation of "Cheng Mai" from five aspects: user classification,user analysis,user feedback,user maintenance and user value-added.At the same time,I selected other 4 short video accounts on Blibili,which have the same video type with "Cheng Mai",as the targets of analysis.I conducted statistics and summarization of 196 short videos selected from the 4 accounts in 3 latitudes and 8 indicators,and summarized their patterns.I compared and analyzed the video content of "Cheng Mai",and summarized its problems from the perspective of video presentation.After a detailed analysis of the current situation and problems of the operation of "Cheng Mai",I used the Elaboration Likelihood Model to provide solution ideas from both the central path and the edge path,and combined the findings of other scholars and the general patterns of the 196 sample videos to propose improvement strategies to solve the problems of "Cheng Mai".Finally,the operational improvement strategies are applied to the latest videos of "Cheng Mai" account to verify the experimental result by comparing with the videos before improvement.The purpose of this thesis is to optimize the current operation strategy of "Cheng Mai",improve the dissemination effect of its short videos and increase the number of subscribers.Besides,I hope this thesis can provide a reference for the creation of new self-media accounts of the same type.