受众心理视阈下的抖音广告营销策略  

TikTok Marketing Strategies from the Perspective of Audience Psychology

作　　者：李立男 高思佳 LI Linan;GAO Sijia(School of Marxism,Xiamen Institute of Technology,Xiamen 361021,China;School of Culture and Communication,Xiamen Institute of Technology,Xiamen 361021,China)

机构地区：[1]厦门工学院马克思主义学院,福建厦门361021 [2]厦门工学院文化与传播学院,福建厦门361021

出　　处：《厦门理工学院学报》2020年第4期18-23,共6页Journal of Xiamen University of Technology

基　　金：福建省社会科学规划马工程重点项目(FJ2018MGCA011);2017年福建省高校新世纪优秀人才计划。

摘　　要：抖音广告的消费者受众主要呈现出新奇心理、得益心理、求知心理、跟风心理等四种心理。精准把握受众心理,洞察、迎合消费者心理动机,清晰受众群体的“痒点”和“痛点”,是抖音广告营销成功的关键。为快速实现抖音广告的营销效果,营销人应采取注重受众心理的情感营销、病毒营销、饥饿营销和关系营销等策略,加强与受众的交流与沟通,激发其好奇心,满足其情感上的体验和认知需求,并抓住受众的从众心理,生成消费黏性。The consumer audiences of TikTok marketing presents a psychology in pursuit of novelty,benefit,knowledge and trend.Successful TikTok marketing therefore lies in understanding and catering to the psychological motives and needs of their audience,or detecting and responding to their pain points and itching points.It is advisable for the marketers to use strategies that focus on the psychology of the consumers such as emotional marketing,viral marketing,hunger marketing and relationship marketing,to develop effective communication with audiences that stimulates their curiosity,satisfy their emotional and knowledgeable thirst and herd mentality so as to generate consumer stickiness.

关 键 词：抖音广告 营销策略 受众心理 短视频 

分 类 号：G206.3[文化科学—传播学] F713.81[经济管理—广告]