短视频风口下品牌传播策略研究 —以抖音为例—

다국어 초록 (Multilingual Abstract)

短视频喷薄发展背景下，全行业加速入局短视频营销。依托 KOL营销、电子商务平台，开辟了经济发展新形态。各市场主体为 争夺经济优势，竞相运用各种品牌传播策略，使得品牌转播策略渐 成气候，与此同时，媒介技术和传播手段的不断丰富品牌传播策 略，成为企业盈利的必要前提，引发新的营销传播思考。通过对短 视频品牌传播策略分析，引导各市场主体合理适度进行品牌传播并 为其提供营销借鉴。论文从现象呈现、原因剖析、对策分析三个方 面入手分析短视频风口下短视频品牌传播策略。

다국어 초록 (Multilingual Abstract)

Under the background of short video spray background, the industry accelerates into the short video marketing. Relying on KOL marketing and e-commerce platforms, a new form of economic development has been opened up. In order to compete for economic advantages, various market players are competing to use various brand communication strategies to make the brand broadcasting strategy gradually become the climate. At the same time, the media technology and communication means constantly enrich the brand communication strategy, which becomes the necessary premise for the enterprise to make profits, and triggers new marketing communication thinking. Through the analysis of the short video brand communication strategy, guide the market players to carry out brand communication in a reasonable and appropriate way and provide marketing reference for them. The paper analyzes the short video brand communication strategy under the short video mouth from the three aspects of phenomenon presentation, cause analysis and countermeasure analysis.

목차 (Table of Contents)

• Ⅰ. 绪论
• Ⅱ. 文献综述
• Ⅲ. 品牌传播策略及发展原因分析
• Ⅳ. 效果分析
• Ⅴ. 结论

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