移动互联网时代短视频营销策略和价值研究

摘要

在遵循网络整合营销传播4I 原则的基础上，结合成功案例，提出了短视频营销的4个主要策略：与品牌相关的短视频创意众筹、品牌推送趣味和实用内容、短视频达人个性与品牌精神的结合以及无时不在的互动。短视频营销的价值在于通过提升品牌认知度、产生品牌联想以及提升品牌忠诚度，进而极大提升了品牌自身的价值。%On the basis of following Internet Marketing Communication 4I principles and combining successful cases,four main strate-gies are put forward:originality crowdfunding of short videos related to brands,interesting and useful contents released by brands, combining personalities of short video tarento with the brand spirit,constant interaction.The value of short video marketing is enhan-cing brand value greatly by raising brand recognitions,creating brand associations and increasing brand loyalty.