手机微视频应用的运营策略
发布时间：2019-01-16 06:23
【摘要】：微视频作为一种新兴媒介形式,特点鲜明,不仅短小精悍,内容丰富;在移动互联网快速发展的大背景下,更呈现出“即拍、即发、即看”的即时传播的特性,传播速度迅速。也正是因为这样的特点,微视频也渐渐改变用户的话语形式,微视频成为继文字、图片、语音之后,人们日常交流的新的话语形式。2016年微视频迎来了爆发,围绕微视频行业的内容生产、渠道推广、商业模式都日渐成熟。随着技术的日新月异及资本的涌入,微视频的发展进入快车道。微视频发展中出现的新特征、新方向需要得到总结,而发展中存在的问题也需要及时提出并解决。本文从微视频应用的运营层面入手,探讨了手机微视频的定义、发展原因、发展现状及带来的影响;随后对手机微视频应用的用户及平台的运营模式进行了分析。在分析微视频应用运营中存在问题的基础上,从定位、内容生产、推广、互动和盈利五个方面提出了应对策略,为微视频行业的健康发展提供参考和借鉴。
[Abstract]:As a new medium form, micro-video has distinct characteristics, not only short and sharp, but also rich in content. Under the background of the rapid development of mobile Internet, it presents the characteristics of instant communication of "shoot, send, see", and the speed of transmission is rapid. It is precisely because of this characteristic that microvideo is gradually changing the user's discourse form. After text, picture and voice, microvideo becomes a new form of discourse for people's daily communication. In 2016, microvideo ushered in an explosion. Microvideo industry around the content production, channel promotion, business models are increasingly mature. With the rapid development of technology and the influx of capital, the development of micro-video has entered the fast lane. The new features and new directions in the development of micro video need to be summarized, and the problems in the development also need to be put forward and solved in time. This paper discusses the definition, development reason, development status and influence of mobile phone micro video from the operation level of micro video application. Then, the user and platform operation mode of mobile phone micro video application are analyzed. On the basis of analyzing the problems existing in the operation of microvideo application, this paper puts forward some countermeasures from five aspects: orientation, content production, promotion, interaction and profit, which can provide reference and reference for the healthy development of microvideo industry.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
[Abstract]:As a new medium form, micro-video has distinct characteristics, not only short and sharp, but also rich in content. Under the background of the rapid development of mobile Internet, it presents the characteristics of instant communication of "shoot, send, see", and the speed of transmission is rapid. It is precisely because of this characteristic that microvideo is gradually changing the user's discourse form. After text, picture and voice, microvideo becomes a new form of discourse for people's daily communication. In 2016, microvideo ushered in an explosion. Microvideo industry around the content production, channel promotion, business models are increasingly mature. With the rapid development of technology and the influx of capital, the development of micro-video has entered the fast lane. The new features and new directions in the development of micro video need to be summarized, and the problems in the development also need to be put forward and solved in time. This paper discusses the definition, development reason, development status and influence of mobile phone micro video from the operation level of micro video application. Then, the user and platform operation mode of mobile phone micro video application are analyzed. On the basis of analyzing the problems existing in the operation of microvideo application, this paper puts forward some countermeasures from five aspects: orientation, content production, promotion, interaction and profit, which can provide reference and reference for the healthy development of microvideo industry.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
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