贵州FBS植发医院短视频营销策略研究

【作者】 王婷；

【导师】 王军；

【作者基本信息】 贵州大学 ， 工商管理， 2023， 硕士

【摘要】 据统计,2022年中国短视频用户已超10亿,虽然受疫情的影响,诸多行业进入寒冬,但短视频营销市场规模却依旧呈现增长态势,包括贵州FBS植发医院在内的众多医美企业也纷纷转弯挤进短视频赛道,谋求新的发展机遇。但随着“赛道”逐渐拥挤,让新入局的企业在短视频领域举步维艰。贵州FBS植发医院在短视频营销也因存在诸多不足,进而导致市场发展受限,希望通过本文研究,对贵州FBS植发医院短视频营销策略的制定和实施有一定的帮助。本文通过文献研究、案例研究、调查研究等方法,对贵州FBS植发医院短视频营销策略进行深入分析,以发现问题、提出问题、分析问题、解决问题为主线。首先,介绍研究背景和意义,从内容营销5A理论、新媒体整合营销4I理论为后续研究提供理论支持;其次,阅读相关文献,详细整理了国内外短视频营销策略研究现状,对文献中涉及的短视频营销策略研究现状进行了重点阐述;然后,运用宏观环境分析和微观环境分析,对贵州FBS植发医院的营销环境进行分析,最后,通过对问卷调查的数据进行收集整理和STP分析,发现和明确贵州FBS植发医院目前短视频营销中存在的能见度低、吸引力小、引流力差、获客力散和转粉力弱等五个方面的问题。综合前文的分析和发现,针对问题就短视频投放渠道、内容策划、营销方式、互动模式和粉丝运营等五个方面提出具体改进建议。同时,为保障贵州FBS植发医院短营销策略的有效实施,从短视频营销的团队建设、资金投入、管理制度这三个方面提出相应的保障措施。希望通过本文研究,对中小型企业的短视频营销,尤其是医美机构的短视频营销也具有一定的借鉴和参考作用。更多还原

【Abstract】 According to statistics,the number of Chinese short video users exceeded one billion in 2022.Although many industries entered a winter period due to the pandemic,the scale of the short video marketing market continues to grow.Many medical beauty companies,including Guizhou FBS Hair Transplant Hospital,have also joined the short video track to seek new development opportunities.However,as the "track" becomes increasingly crowded,it has become more difficult for new entrants to make progress in the short video field.Guizhou FBS Hair Transplant Hospital also faces many shortcomings in its short video marketing,which limits its market development.This article aims to study and provide guidance for the development and implementation of Guizhou FBS Hair Transplant Hospital’s short video marketing strategy.This article uses methods such as literature review,case study,and survey research to conduct an in-depth analysis of Guizhou FBS Hair Transplant Hospital’s short video marketing strategy,focusing on problem discovery,problem identification,problem analysis,and problem solving.First,it introduces the research background and significance,providing theoretical support for subsequent research based on the 5A theory of content marketing and the 4I theory of new media marketing.Second,it reads related literature and thoroughly sorts out the current status of domestic and foreign short video marketing strategy research,with a focus on the short video marketing strategy research discussed in the literature.Then,using macro-environmental analysis and micro-environmental analysis,it analyzes the marketing environment of Guizhou FBS Hair Transplant Hospital.Finally,by collecting and organizing survey data and conducting STP analysis,the article discovers and clarifies five problems that currently exist in Guizhou FBS Hair Transplant Hospital’s short video marketing,including low visibility,small attraction,poor drainage,scattered customer acquisition,and weak fan conversion.Based on the analysis and findings,the article proposes improvement suggestions for five aspects,including short video distribution channels,content planning,marketing methods,Interactive mode,and fan operations.Meanwhile,to ensure the effective implementation of Guizhou FBS Hair Transplant Hospital’s short video marketing strategy,the article proposes corresponding safeguard measures in terms of the short video marketing production team,funding investment and management system.This article hopes to provide guidance and reference for the short video marketing of small and medium-sized enterprises,especially medical beauty institutions.更多还原