新媒体时代下抖音营销模式的研究

Research on Douyin Marketing Model in the New Media Era

新媒体时代下,互联网技术的飞速发展、电子通讯设备的不断升级以及用户接受信息量的不断增加使得用户注意力发生了革命性的变化。碎片化信息的传播方式渗透到各种文化娱乐行业中,短视频的出现迎合了当代用户对快速娱乐消遣的需求,成为一种新的信息传播载体。其中抖音凭借短小精炼的视频内容、差异化的目标定位以及创新性的运营策略成为品牌营销的重要阵地。抖音颠覆了以往传统广告的营销模式,从用户出发以内容为依托并且和众多品牌商联名合作,建构了品牌传播和产品营销的良性发展空间。

In the new media age,the rapid development of the Internet technology,the continuous upgrading of the electronic communication equipment and the increasing amount of the user's receiving information have led to a revolutionary change in the user's attention.The dissemination of fragmented information penetrates into various cultural and entertainment industries,and the emergence of short video meets the needs of contemporary users for the rapid entertainment and recreation,and becomes a new information transmission carrier.Douyin becomes an important form of brand marketing by the short and refined video content,the differentiated target location and the innovative operation strategy.Douyin subverts the previous marketing model of traditional advertising,based on the content of the user and the construction of the benign development space of the brand communication product marketing.