中国乳业抖音运营发展现状——以伊利乳业为例  

Analysis on the Current Situation of the Operation and Development of China’s Dairy Industry Tik Tok——Taking Erie Dairy as an Example

作　　者：王亮亮 魏大惟 刘芳[1] Wang Liangliang;Wei Dawei;Liu Fang(School of Economics and Management,Beijing University of Agriculture,Beijing 102206;James Cook University,Singapore 387380)

机构地区：[1]北京农学院经济管理学院,北京102206 [2]新加坡詹姆斯库克大学,新加坡387380

出　　处：《农业展望》2022年第8期54-60,共7页Agricultural Outlook

基　　金：现代农业产业技术体系家畜产业创新团队项目。

摘　　要：基于新媒体的发展以及5G时代的到来,中国乳品企业如何通过新媒体实现品牌推广显得尤为重要,不同的企业、产品、品牌如何利用抖音新媒体做好引流推广也逐渐成为焦点话题。以抖音为新媒体载体,以伊利为研究对象,在阐述抖音发展历程的基础上,分析了伊利乳业在抖音的运营现状,总结了存在的问题并提出相关建议。当前中国乳业在抖音平台上进行活动推广,要提高视频内容的创新能力,挖掘观众内在需求;加大对品牌账号的统一管理,提高各账号之间的联动和质量;集中固定直播带货时段,延长观众停留时长。Based on the development of new media and the arrival of the 5G era,it is particularly important for dairy enterprises in China to realize brand promotion through new media.How different enterprises,products and brands use Tik Tok new media to do well in drainage and promotion has gradually become a focus topic.Taking Tik Tok as the new media carrier,and Erie Dairy as the research object,on the basis of describing the development process of Tik Tok,the operation status of Erie Dairy in Tik Tok was analyzed,the existing problems were summarized and relevant suggestions for Erie Dairy and other dairy enterprises in China were put forward.China’s dairy industry should improve the innovation ability of video content and tap the internal needs of the audience when promoting activities on the Tik Tok platform;increase the unified management of brand accounts,and improve the linkage and quality between accounts;focus on fixing the period of live broadcast with goods,and extend the audience’s stay.

关 键 词：乳业 伊利 抖音 运营 新媒体 

分 类 号：G206[文化科学—传播学] F274[经济管理—企业管理] F426.82[经济管理—国民经济]