【摘要】 本研究以2025年抖音平台葡萄酒营销账号为样本，探讨短视频场域中的受众细分与传播策略差异。研究发现：(1)个人IP因运营者差异而路径分化，花姐红酒馆侧重短视频内容积累，佰威尔酒馆侧重高频直播；企业号直播强度高，但粉丝积累相对滞后；(2)佰威尔酒馆以一线、新一线城市的新锐白领为主，并兼具Z世代和小镇青年特征；张裕呈现与一、二线城市成熟职场受众相关联的特征；长城呈现出较高客单价与年长群体占比较高并存特征；花姐红酒馆的受众更多分布于三、四线城市，客单价以100元以下为主。研究建议，葡萄酒品牌应基于运营主体属性重构传播路径，个人IP宜通过中长视频建信任或高频直播促转化，企业账号宜强化直播渗透并补足短视频建设；同时依据受众消费能力与年龄结构适配产品组合、内容形态与运营时段，重构消费者、葡萄酒产品与销售场景三者间关系并提升传播效果。更多还原

【Abstract】 Taking wine marketing accounts on the Douyin platform in 2025 as its sample,this study examines audience segmentation and differences in communication strategies within the short-video environment.The findings are threefold.First,personal-IP accounts display divergent operational paths shaped by the characteristics of individual account operators:Huajie Wine Bar places greater emphasis on short-video content accumulation,whereas Baiweier Tavern is more oriented toward high-frequency livestreaming;by contrast,enterprise accounts generally exhibit stronger livestreaming intensity but relatively weaker follower accumulation.Second,the audience structures associated with different accounts vary substantially.Baiweier Tavern primarily attracts new white-collar groups in first-tier and new first-tier cities,while also showing relevance to Generation Z and small-town youth.Changyu is characterized by features associated with mature working professionals in first-and second-tier cities.Great Wall is characterized by the coexistence of relatively higher customer unit prices and a comparatively older audience profile.Huajie Wine Bar,in contrast,draws more of its audience from third-tier and fourth-tier cities,with a concentration in the sub-100 RMB price range.The findings suggest that wine brands should reconstruct their communication pathways according to the attributes of their operating entities.For personal IP-based accounts,medium-and long-form videos are more suitable for building trust,while high-frequency live streaming can better facilitate conversion.For corporate accounts,brands should enhance live-streaming penetration while bolstering short-video content.In addition,product portfolios,content formats,and operating schedules should be adapted to the audience’s purchasing power and age structure,thereby reshaping the relationships among consumers,wine products,and sales scenarios to improve communication effectiveness.更多还原