短视频营销模式对受众消费心理的影响——以抖音短视频APP为例

The Influence of Short Video Marketing Model on Audience’s Consumption Psychology--Taking Tik Tok Short Video APP as an Example

伴随着网络的发展,社交短视频逐渐走入到人们的手机当中。抖音短视频APP作为时下最新的社交媒介之一,它不同于以前简单的图文社交,而是将音乐、特效、视频相结合,打通不同年龄、行业、身份、消费的媒介。抖音短视频也已成为当下营销渠道的重要一环,更多的商家在尝试通过抖音短视频APP引爆产品销量。抖音短视频APP通过用户生成内容(UGC)模式,精细化运营,分析受众群体心理的个性与共性来促进刺激消费的发展。

With the development of the network,social short video has gradually entered people's mobile phones.As one of the latest social medias,the Tik Tok short video APP is different from the previous simple graphic social networking.It combines music,special effects and video to open up the medias of different ages,industries,identities and consumption.Tik Tok short video has also become an important part of the current marketing channels,which makes more businesses to try to promote product sales greatly.With the help of the user-generated content(UGC)model,refined operation and analysis of the individuality and commonness of the audience's psychology,the short video APP promotes the development of stimulating consumption.