《旅游新媒體營銷》課件-初識(shí)短視頻

旅游新媒體營銷TourismNewMediaMarketing初識(shí)短視頻Gettingtoknowshortvideosforthefirsttime6.1.2短視頻概述Overviewofshortvideos1目錄短視頻的特點(diǎn)Characteristicsofshortvideos2短視頻平臺(tái)的商業(yè)生態(tài)Businessecologyofshortvideoplatforms3短視頻概述Overviewofshortvideos11短視頻概述Overviewofshortvideos中國互聯(lián)網(wǎng)網(wǎng)絡(luò)信息中心發(fā)布《第50次中國互聯(lián)網(wǎng)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》ChinaInternetNetworkInformationCenterReleases50thStatisticalReportonInternetDevelopmentinChina來源：

中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)調(diào)查2022.6單位：萬人短視頻概述Overviewofshortvideos來源：

中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)調(diào)查2022.6單位：萬人網(wǎng)絡(luò)視（含短視頻）頻用戶規(guī)模為9.95億，占整體網(wǎng)民的94.6%ThenumberofInternetvideo(includingshortvideo)userswas995million,accountingfor94.6%oftheoverallInternetusers.短視頻用戶規(guī)模為9.62億，占整體網(wǎng)民的91.5%Thesizeofshortvideousersis962million,accountingfor91.5%ofoverallInternetusers.短視頻行業(yè)市場格局已初步形成Shortvideoindustrymarketlandscapehasbeeninitiallyformed《2021中國網(wǎng)絡(luò)視聽發(fā)展研究報(bào)告》ResearchReportontheDevelopmentofOnlineAudiovisualinChina,2021短視頻概述Overviewofshortvideos短視頻行業(yè)市場格局已初步形成Shortvideoindustrymarketlandscapehasbeeninitiallyformed《2021中國網(wǎng)絡(luò)視聽發(fā)展研究報(bào)告》ResearchReportontheDevelopmentofOnlineAudiovisualinChina,2021短視頻概述Overviewofshortvideos占據(jù)超過一半市場的第一梯隊(duì)被抖音短視頻和快手占據(jù)。Thefirsttier,whichaccountsformorethanhalfofthemarket,isoccupiedbyJitterbugshortvideosandRacer.占據(jù)接近三分之一市場的第二梯隊(duì)競爭激烈，包括西瓜視頻、微視等。Thesecondtier,whichoccupiesclosetoone-thirdofthemarket,isfiercelycompetitiveandincludesWatermelonVideo,Weishiandothers.第三梯隊(duì)包括好看視頻等。Thethirdtierincludesgood-lookingvideosandothers.短視頻概述Overviewofshortvideos各大短視頻平臺(tái)擴(kuò)展海外市場領(lǐng)域MajorShortVideoPlatformsExpandOverseasMarketSegments短視頻概述Overviewofshortvideos2022年7月抖音及海外版TikTok在全球AppStore和GooglePlay吸金超過2.9億美元，是去年同期的1.7倍，蟬聯(lián)全球移動(dòng)應(yīng)用（非游戲）收入榜冠軍JitterbuganditsoverseasversionTikTokdrewmorethan$290millionintheglobalAppStoreandGooglePlayinJuly2022,1.7timesmorethaninthesameperiodlastyear,reigningasthetopglobalmobileapp(non-game)revenuechart.大約45%的收入來自中國版本抖音;美國市場排名第二，貢獻(xiàn)了16.2%的收入;日本市場排名第三，占4.1%About45%oftherevenuecomesfromtheChineseversionofShakeology;theU.S.marketisrankedsecond,contributing16.2%oftherevenue;andtheJapanesemarketisrankedthird,accountingfor4.1%oftherevenue短視頻概述Overviewofshortvideos短視頻的特點(diǎn)Characteristicsofshortvideos22短視頻的特點(diǎn)Characteristicsofshortvideos時(shí)長短Shortduration成本低Lighterweight傳播快Fast-spreading社交化Socialize營銷化Marketability獨(dú)有特點(diǎn)uniquecharacteristic功能特性Functionalcharacteristics時(shí)長短、成本低Shortdurationandlowcost新媒體視頻大都以分鐘甚至秒來計(jì)算長度。Thedurationofnewmediavideosaremostlymeasuredinminutesorevenseconds不需多昂貴的拍攝設(shè)備或多復(fù)雜的后期剪輯，就可完成一個(gè)新媒體視頻并上傳分享peopledon'tneedmuchexpensivefilmingequipmentormuchcomplicatedposteditingtofinishanewmediavideoanduploaditforsharing短視頻的特點(diǎn)Characteristicsofshortvideos用戶的角度消遣生活中不可避免的等待時(shí)間Theuser'sperspectiveAmusinglife'sinevitablewaittimes短視頻的特點(diǎn)Characteristicsofshortvideos創(chuàng)作者的角度市場有短視頻的需求短視頻的制作成本大大下降Creator'sperspectiveThereisademandforshortvideosinthemarketThecostofproducingshortvideoshasdroppeddramatically短視頻的特點(diǎn)Characteristicsofshortvideos傳播快、社交化Spreadfastandsocialize視頻上傳簡單化VideoUploadMadeSimple網(wǎng)絡(luò)提速化speedupthenetwork分享便捷化EaseofSharing新媒體視頻傳播速度快Newmediavideostravelfast短視頻的特點(diǎn)Characteristicsofshortvideos傳播速度快，分享社交化Spreadfastandsharesocially短視頻的特點(diǎn)Characteristicsofshortvideos類別多、精準(zhǔn)化Multiplecategoriesandprecision短視頻的特點(diǎn)Characteristicsofshortvideos少則十幾種，多則幾十種，涵蓋了人們生活的方方面面Asfewasadozenormore,coveringeveryaspectofpeople'slives新媒體平臺(tái)會(huì)將內(nèi)容進(jìn)行垂直細(xì)分美食、時(shí)尚、旅行、寵物、汽車、社會(huì)新聞Food,Fashion,Travel,Pets,Cars,SocialNewsNewmediaplatformswillsegmentcontentvertically細(xì)化的內(nèi)容領(lǐng)域，使得新媒體視頻具有精準(zhǔn)營銷化的特點(diǎn)Theserefinedcontentareasmakenewmediavideosprecision-marketable智能算法的出現(xiàn)平臺(tái)可以畫出每個(gè)用戶的畫像，得知每個(gè)用戶的喜好和習(xí)慣，然后通過精準(zhǔn)推送，讓用戶看到感興趣的視頻內(nèi)容，從而提高平臺(tái)的營銷效率和商業(yè)價(jià)值。TheemergenceofintelligentalgorithmsTheplatformcandrawaportraitofeachuser,learnthepreferencesandhabitsofeachuser,andthenthroughaccuratepush,lettheuserseethevideocontentofinterest,soastoimprovethemarketingefficiencyandcommercialvalueoftheplatform.短視頻的特點(diǎn)Characteristicsofshortvideos新媒體視頻問題Problemswithnewmediavideos低俗化Vulgarization虛假性Falsity同質(zhì)性Homogeneity內(nèi)容質(zhì)量低下Lowqualityofcontent無深度Depthlessness短視頻的特點(diǎn)Characteristicsofshortvideos新媒體視頻問題Problemswithnewmediavideos短視頻的特點(diǎn)Characteristicsofshortvideos版權(quán)問題Copyrightissues“搬運(yùn)現(xiàn)象”降低了市場的視頻質(zhì)量，是侵權(quán)行為，侵犯了原創(chuàng)作者的利益，打擊創(chuàng)作者的熱情，不利于行業(yè)發(fā)展This"porteringphenomenon"reducesthequalityofvideosinthemarketandisaninfringementoftheinterestsoftheoriginalcreators,discouragescreatorsandisnotconducivetothedevelopmentoftheindustry.實(shí)現(xiàn)良性發(fā)展Achievingvirtuousdevelopment短視頻平臺(tái)激勵(lì)和運(yùn)營內(nèi)容生產(chǎn)者，形成豐富的短視頻內(nèi)容，吸引用戶持續(xù)地使用。Shortvideoplatformsincentivizeandoperatecontentproducers,resultinginrichshortvideocontentthatattractsusersonaconsistentbasis.平臺(tái)通過整合其中的媒體和流量資源，向廣告主售賣變現(xiàn)Theplatformrealizessalestoadvertisersbyintegratingthemediaandtrafficresourcestherein維持用戶忠誠度Maintaininguserloyalty增加了平臺(tái)方和內(nèi)容方收入Increasedrevenueforbothplatformandcontentowners短視頻的特點(diǎn)Characteristicsofshortvideos短視頻平臺(tái)的商業(yè)生態(tài)Businessecologyofshortvideoplatforms33三角形的穩(wěn)定模式Stabilizationmodeoftriangles短視頻平臺(tái)的商業(yè)生態(tài)Businessecologyofshortvideoplatforms媒體資源mediaresource廣告主

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contentside平臺(tái)方platformprovider廣告費(fèi)用Advertisingcosts內(nèi)容element補(bǔ)貼+流量Subsidies+Traffic優(yōu)質(zhì)內(nèi)容premiumcontent廣告費(fèi)用Advertisingcosts短視頻平臺(tái)的商業(yè)生態(tài)與長視頻平臺(tái)被內(nèi)容版權(quán)方“牽著走”的態(tài)勢、依靠會(huì)員制收費(fèi)和貼片廣告實(shí)現(xiàn)盈利的商業(yè)邏輯不同Thebusinessecologyofshortvideoplatformsisdifferentfromthebusinesslogicoflongvideoplatformsthatare"led"bycontentcopyrightholdersandrelyonmembershipfeesandpatchadstorealizeprofitability.短視頻平臺(tái)的商業(yè)生態(tài)BusinessecologyofshortvideoplatformsTheuser'sperspective用戶的角度短視頻平臺(tái)的使用成本是相對(duì)較低的，甚至能夠在平臺(tái)方的補(bǔ)貼之中獲取一定的收入，從而形成了極高的用戶忠誠度Thecostofusingshortv