短视频平台营销传播效果生成机制探析  

Analysis on Generating Mechanism of Marketing Communication Effect of Short Video Platform

作　　者：郭晓丽[1] 刘丽[2] Guo Xiaoli;Liu Li(School of Literature and Media Dissemination,Shandong University of Technology,Zibo,Shandong 255000;Editorial Department of Academic Journal of Shandong University of Technology,Zibo,Shandong 255000)

机构地区：[1]山东理工大学文学与新闻传播学院,山东淄博255000 [2]山东理工大学学术期刊编辑部,山东淄博255000

出　　处：《山东理工大学学报（社会科学版）》2023年第2期80-85,共6页Journal of Shandong University of Technology（Social Sciences Edition）

基　　金：山东省社科规划项目“‘互联网+’时代背景下山东名牌自媒体传播的优化研究”(18CXWJ02);教育部人文社科规划基金项目“产业生态学视角下人工智能驱动的广告产业演化研究”(19YJC860012)。

摘　　要：短视频平台因其强大的营销传播效果,成为企业重要的营销传播媒介。短视频平台营销传播效果生成基础是平台提供的营销传播可能性和平台上活跃的营销传播力量。短视频平台营销传播效果生成路径是精准推荐引发注意、有效观看产生知晓、诉求打动激起欲望、便捷问询形成决策、多种参与促成流行。依据短视频平台提供的数据反馈,营销者能够即时评估营销传播各阶段的效果,定位效果不理想的阶段并迅速改进,保障营销传播效果的生成。Nowadays,short video platform has become an important marketing media for enterprises be-cause of its powerful marketing communication effect.The foundation for generating marketing communication effects on short video platforms lies in the marketing communication possibilities provided by the platform and the active marketing communication forces on the platform.The path for generating marketing communication effects on short video platforms is to attract attention by precise recommendation,to generate awareness by ef-fective viewing,to arouse desire by appealing,to form decision by convenient inquiry,and to promote popu-larity by various participation.Based on the data feedback provided by the short video platforms,marketers can immediately evaluate the effect of each stage of marketing communication,locate the stage with unsatisfac-tory effect,and make rapid improvements to ensure the generation of marketing communication effects.

关 键 词：短视频平台 营销传播效果 传播策略 

分 类 号：G206[文化科学—传播学]