后疫情时代短视频营销模式重构与优化策略研究

Research on the reconstruction and optimization strategy of short video marketing model in the post-epidemic era

全球新冠疫情对互联网产业和社会经济发展产生影响,产品消费能力和消费者购物方式也发生了结构性的转变,传统的电子商务模式已不能满足社会经济的需求。后疫情时代,通过短视频进行产品营销的方式正在悄然兴起。本文通过剖析后疫情时代短视频的营销模式,厘清新冠疫情常态化防控环境下,短视频提升产业升级、促进经济消费复苏的原因,分析短视频营销产业链的发展状况和存在的问题,并针对性地从创作者、内容、流量、用户四个维度重构后疫情时代短视频营销新模式,从而助力短视频营销在产业发展和消费领域的“双升级”。

The global COVID-19 epidemic has had an impact on the development of the Internet industry and social economy.Product consumption capabilities and consumer shopping methods have also undergone structural changes.Traditional e-commerce models can no longer meet social and economic needs.In the post-epidemic era,product marketing through short videos is quietly emerging.By analyzing the marketing model of short videos in the post-epidemic era,this paper clarifies the reasons why short videos can enhance industrial upgrading and promote economic consumption recovery in the context of normalized prevention and control of the new crown epidemic,and analyze the development status and existing problems of the short video marketing industry chain.And targeted to reconstruct the new model of short video marketing in the post-epidemic era from the four dimensions of creators,content,traffic,and users,so as to help the"double upgrade"of short video marketing in the field of industrial development and consumption.