短视频社交平台的营销策略研究——以抖音为例

Research on Marketing Strategies of Short Video Social Platforms—A Case Study of TikTok

近年来,大数据、人工智能、互联网发展迅速,紧接着市场上出现了抖音、快手、西瓜视频、小红书等短视频社交平台,这些短视频社交平台拓宽了社交的途径。其中发展最突出的是以抖音和快手为代表的短视频社交平台,用户圈层出现“北快手,南抖音”的用户使用习惯。以抖音为例,抖音平台可以自由创作,受众群体广发,且有较强的娱乐性、传播速度之快,逐渐成为主流性的营销平台。本文基于SWOT分析工具,对抖音平台的优势、劣势、机会和威胁进行分析,并提出改善和发展的建议。从技术、管理者、消费者等角度提出抖音平台的营销策略,以期为其他短视频社交平台的发展提供借鉴。In recent years, big data, artificial intelligence and Internet have developed rapidly, followed by the emergence of short video social platforms such as TikTok, Kwai, Watermelon Video and Little Red Book in the market. These short video social platforms have broadened social channels. Among them, the most prominent development is the short video social platform represented by TikTok and Kwai, and the user habit of “North Kwai, South TikTok” appears in the user circle. Taking TikTok as an example, TikTok platform is free to create, with a wide audience, strong entertainment and fast communication speed, and has gradually become a mainstream marketing platform. Based on the SWOT analysis tool, this paper analyzes the strengths, weaknesses, opportunities and threats of TikTok platform, and puts forward suggestions for improvement and development. This paper puts forward the marketing strategy of TikTok platform from the perspectives of technology, managers and consumers, so as to provide reference for the development of other short video social platforms.