【摘要】：微視頻作為一種新興媒介形式,特點(diǎn)鮮明,不僅短小精悍,內(nèi)容豐富;在移動(dòng)互聯(lián)網(wǎng)快速發(fā)展的大背景下,更呈現(xiàn)出“即拍、即發(fā)、即看”的即時(shí)傳播的特性,傳播速度迅速。也正是因?yàn)檫@樣的特點(diǎn),微視頻也漸漸改變用戶的話語形式,微視頻成為繼文字、圖片、語音之后,人們?nèi)粘＝涣鞯男碌脑捳Z形式。2016年微視頻迎來了爆發(fā),圍繞微視頻行業(yè)的內(nèi)容生產(chǎn)、渠道推廣、商業(yè)模式都日漸成熟。隨著技術(shù)的日新月異及資本的涌入,微視頻的發(fā)展進(jìn)入快車道。微視頻發(fā)展中出現(xiàn)的新特征、新方向需要得到總結(jié),而發(fā)展中存在的問題也需要及時(shí)提出并解決。本文從微視頻應(yīng)用的運(yùn)營(yíng)層面入手,探討了手機(jī)微視頻的定義、發(fā)展原因、發(fā)展現(xiàn)狀及帶來的影響;隨后對(duì)手機(jī)微視頻應(yīng)用的用戶及平臺(tái)的運(yùn)營(yíng)模式進(jìn)行了分析。在分析微視頻應(yīng)用運(yùn)營(yíng)中存在問題的基礎(chǔ)上,從定位、內(nèi)容生產(chǎn)、推廣、互動(dòng)和盈利五個(gè)方面提出了應(yīng)對(duì)策略,為微視頻行業(yè)的健康發(fā)展提供參考和借鑒。
[Abstract]:As a new medium form, micro-video has distinct characteristics, not only short and sharp, but also rich in content. Under the background of the rapid development of mobile Internet, it presents the characteristics of instant communication of "shoot, send, see", and the speed of transmission is rapid. It is precisely because of this characteristic that microvideo is gradually changing the user's discourse form. After text, picture and voice, microvideo becomes a new form of discourse for people's daily communication. In 2016, microvideo ushered in an explosion. Microvideo industry around the content production, channel promotion, business models are increasingly mature. With the rapid development of technology and the influx of capital, the development of micro-video has entered the fast lane. The new features and new directions in the development of micro video need to be summarized, and the problems in the development also need to be put forward and solved in time. This paper discusses the definition, development reason, development status and influence of mobile phone micro video from the operation level of micro video application. Then, the user and platform operation mode of mobile phone micro video application are analyzed. On the basis of analyzing the problems existing in the operation of microvideo application, this paper puts forward some countermeasures from five aspects: orientation, content production, promotion, interaction and profit, which can provide reference and reference for the healthy development of microvideo industry.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206

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本文編號(hào)：2409549