基于AISAS模型的短视频营销策略研究

【作者】 王洋；

【导师】 崔德群；

【作者基本信息】 黑龙江大学 ， 新闻与传播， 2022， 硕士

【摘要】 随着移动互联网的飞速发展,人们更习惯于利用便捷的移动终端进行碎片化阅读,而短视频平台的蓬勃发展也正是迎合了受众的需要。抖音、快手等一系列短视频APP在传播自身短视频内容的同时,也在为企业的广告营销提供更加有效的平台,为电商经济做出了一定的贡献。基于AISAS模型对现阶段短视频营销进行深入分析,笔者将AISAS模型的各个环节与短视频营销的过程联系起来,对营销策略进行了分析与探究。笔者阅读了大量的文献,在此基础上,将AISAS模型分为两个层面,一是从消费者心理层面出发,二是从消费者行为层面出发,对短视频营销策略进行探究,以期对短视频营销策略以AISAS模型的环节逐步进行梳理和总结。更多还原

【Abstract】 With the rapid development of mobile Internet,people are more accustomed to using convenient mobile terminals for fragmented reading,and the development of short video platform is to meet the needs of fragmented events of the audience and flourish.A series of short video apps such as Douyin and Kuaishou not only spread their own short video content,but also provide enterprises with more effective forms of advertising and marketing,making certain contributions to the country’s e-commerce economy.Based on AISAS model,this paper makes a preliminary analysis of short video marketing at the present stage.Each link of AISAS model can have a clearer grasp of marketing strategy in the process of short video marketing.On the basis of reading a large number of literature,this paper disassembs AISAS model into two aspects.One is to explore marketing strategies of short videos;the other is to explore marketing strategies of short videos through a series of behaviors of consumers after they take actions from the perspective of consumer behavior.In order to sort out and summarize the short video marketing strategy with AISAS model step by step.更多还原