本文以 5G 时代到来，互联网宽带不断提速，通信服务商流量资费下调使得短视 频内容在社交媒体上大热为背景。详细以“一条视频”为案例解析了短视频内容在社 交媒体上的传播和营销策旅，为其他希望在社交媒体上使用短视频内容进行营销的 企业与品牌分析总结出一些行之有效的营销策略和提出一些有参考价值的建议。 “一条视频”是社交媒体上使用短视频进行营销的“龙头”品牌，其对短视频的内容 把控、用户定位及变现手段都非常具有代表性。虽然也存在一些问题但其成功经验 还是非常具有借鉴意义。本文具有绪论及正文三部分，共四部分。分别从文献研究； 研究对象“一条视频”的特征、数据分析；“一条视频”存在的问题总结；改进建议与得 到的启示分别从品牌策略与用户两个角度总结出使用短视频在社交媒体上进行营销 的有效策略和需要注意的问题。 通过本文的研究分析可以得到使用短视频进行品牌营销有 6 点要素：(1)内容定 位决定了用户层次，用户层次决定转化率；(2)品牌营销使用高品质视频更容易得到 用户认可；(3) 题材上娱乐性内容更容易被用户接受；(4)用户阅读习惯决定短视频不 仅要“短”而且要“简”；(5)相较于普通图文视频内容可以更好的给用户创造临产感， 以此获得用户共鸣是“转发”的重要前提；(6)视频在故事中穿插软性广告容易被用户 接受。 关键词：短视频 品牌营销 营销效果 “一条视频”华 中 科 技 大 学 硕 士 学 位 论 文 II Abstract With the advent of 5G era, Internet broadband has been accelerating and the traffic fee of communication service providers has been lowered, making short video content become a big hit on social media. TakingYiTiao video as a case, this paper analyzes the communication and marketing strategy of short video content on social media, and summarizes some effective marketing strategies and puts forward some valuable Suggestions for other enterprises and brands that want to use short video content for marketing on social media. YiTiao video is a leading brand that USES short video for marketing on social media. It is very representative of the content control, user positioning and means of realization of short video. Although there are some problems but its successful experience is very useful for reference. Through the research and analysis in this paper, it can be concluded that there are six elements for brand marketing using short video:(1)The content positioning determines the user level, and the user level determines the conversion rate;(2)High quality video is more easily recognized by users in brand marketing;(3)Subject-based entertaining content is more acceptable to users;(4)Users' reading habits determine that short video should not only be short but also short;(5)Compared with ordinary pictures and texts, video content can better create a sense of labor for users, so as to gain user resonance is an important prerequisite for forwarding;(6)Video is easy to be accepted by users for interweaving soft advertisements into stories. Key words：Short video Brand marketing Marketing effect YiTiao Video华 中 科 技 大 学 硕 士 学 位 论 文 III 目 录 摘要...............................................................................................................I Abstract...........................................................................................................II 图目录..............................................................................................................V 表目录............................................................................................................VI 1 绪 论...........................................................................................................1 1.1 研究背景及研究意义.......................................................................1 1.2 相关概念...........................................................................................2 1.3 文献综述...........................................................................................5 1.4 研究内容及研究方法.......................................................................8 2“一条视频”研究与分析 ..............................................................................10 2.1 “一条视频”简介.............................................................................10 2.3 品牌营销效果调查分析.................................................................14 2.4 数据分析.........................................................................................16 3“一条视频”品牌营销存在的问题 ..............................................................26 3.1 商业内容过多.................................................................................26 3.2 互动形式缺少多样化.....................................................................27 3.3 盈利模式不完善品牌积累较缺乏 ................................................27华 中 科 技 大 学 硕 士 学 位 论 文 IV 3.4 优质内容成本高且题材方向范围窄 ........................................28 4 对“一条视频”的改进建议 ......................................................................29 4.1 优质内容与营销并行 .................................................................29 4.2 增加推广力度拓宽变现渠道 ....................................................30 4.3 加强渠道互动深化媒介融合 ..................................................................................................................31 结 语.............................................................................................................32 致 谢...............................................................................................................33