| 2016 is the first year of short video in China,and it is also a year of rapid development of short video,and "short video +" is all the rage during this period.At the same time,short videos were widely used in the field of news,and major mainstream media aimed at short video outlets and entered the game,innovating traditional news production and dissemination methods in the form of "short video + news",and short videos became the "grasp" of new media survival of various media for a while.Among them,there are many leaders,among which the Beijing News’ "We Video" has achieved a series of dazzling results in news video since its launch in September 2016,and the number of video views has successfully exceeded 100 million in just a few months,becoming a benchmark for the transformation of traditional mainstream media video.This article is based on the short video news released by "Our Video" on the Weibo platform in the past six months,with a total of 413 sample videos with more than 100,000 views.From 11 dimensions such as video duration,topic type,material source,and views,the content analysis method is used to analyze the content characteristics of the popular videos of "Our Video",and its marketing strategy is analyzed by combining the traditional marketing 4P theory.Explore the product operation strategy of "Our Video" from both content and marketing aspects.This paper is divided into five parts,the introduction part briefly expounds the research background,related research status,research significance,and explains the theories and related concepts used.Chapter 2 briefly analyzes the background and current situation of the current short video news development with the help of PEST theory,and briefly elaborates the basic overview of "We Video".The third and fourth chapters are the key chapters of this article,and the third chapter uses the content analysis method to analyze the popular video content of "We Video" in detail,and concludes that "We Video" has the characteristics of rich content themes,diversified production subjects,video release time and length in line with the audience’s reading needs,rich use of audiovisual elements,large video dissemination,but insufficient feedback.Chapter 4 combines the 4P theory of traditional marketing to comprehensively analyze the marketing strategy of "We Video" from the four dimensions of product,price,channel and promotion,and concludes that "We Video" insists on content as king in terms of products and constantly upgrades and optimizes news products;In terms of price,hierarchical pricing can realize traffic monetization through multiple channels;In terms of channels,build an all-media distribution channel to achieve "pervasiveness" in content distribution;In terms of publicity,diversified promotion is carried out to build a strong brand.Through the analysis of the first four chapters,some shortcomings and outstanding points in the development of "We Video" are summarized in Chapter 5,which can help "Our Video" develop better on the one hand,and provide reference for other media on the other hand. |
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