本文關(guān)鍵詞： 短視頻 自媒體 品牌依戀 用戶需求　出處：《浙江工商大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著移動互聯(lián)網(wǎng)下自媒體的迅猛發(fā)展,短視頻成為自媒體發(fā)展的重要方向,同時餐飲類短視頻具有信息接受度高、生活化、原創(chuàng)性、感染性等優(yōu)勢而備受關(guān)注。但是由于用戶需求不清晰、同質(zhì)化現(xiàn)象嚴重、內(nèi)容質(zhì)量低下等問題,此類自媒體的用戶依戀度和用戶黏度被大幅度地降低。因此餐飲類短視頻自媒體如何突破現(xiàn)有的障礙,如何走出品牌化之路,最終形成用戶對其的品牌依戀,是本文研究的重點。為了給調(diào)研提供方向和范疇,本文首先對餐飲類短視頻自媒體的品牌設(shè)計的背景、現(xiàn)狀以及研究對象的概念進行闡述,得出品牌依戀影響因素是"品牌和自我的關(guān)聯(lián)",即"自媒體與用戶的關(guān)聯(lián)"。其次,筆者利用大數(shù)據(jù)統(tǒng)計對市場進行了調(diào)研,分別獲取餐飲類短視頻自媒體情況和用戶情況的調(diào)研數(shù)據(jù)。再者,本文將以上的數(shù)據(jù)通過"品牌和自我的關(guān)聯(lián)"的品牌依戀成因維度和"企業(yè)識別系統(tǒng)"的品牌設(shè)計維度進行歸納分析,并得出設(shè)計要素,構(gòu)建出品牌設(shè)計新路徑下的三維度。最后,從三個維度對餐飲類短視頻自媒體的品牌設(shè)計提出了理論性指導(dǎo)策略。
[Abstract]:With the rapid development of self-media under the mobile Internet, short video has become an important direction of self-media development. But due to the lack of clear user needs, serious homogenization, low quality of content, and so on, The degree of user attachment and the user viscosity of this kind of self-media have been greatly reduced. Therefore, how to break through the existing obstacles, how to get out of the way of branding, and finally form the user attachment to its brand, In order to provide the research direction and scope, this paper first describes the background, current situation and the concept of the research object of the brand design of the catering short video self-media. It is concluded that the influence factor of brand attachment is "the connection between brand and self", that is, "the connection between self-media and users". Secondly, the author makes use of big data's statistics to investigate the market. Obtain the investigation data of the food and beverage short video from the media and the user respectively. Furthermore, In this paper, the above data are summarized and analyzed through the brand attachment dimension of "brand and self" and the brand design dimension of "enterprise identification system", and the design elements are obtained. Finally, three dimensions of brand design are constructed. Finally, theoretical guidance strategies are put forward for brand design of short video self-media for catering from three dimensions.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J524

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本文編號：1551533