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Creative and Customer-Driven Content—Analysis of Marketing Strategy with the Example of Xiaomi’s Short Video Content on Douyin

DOI: 10.12677/MOM.2020.104011, PP. 75-83

Keywords: 抖音,短视频,内容营销
, Short Videos, Content Marketing

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抖音APP自2016年9月上线以来,以PGC (专业生产内容)和UGC (用户生产内容)为代表的内容形式凭借“短、平、快”的传播特点及社交属性,快速达到亿级用户规模。随着移动手机的普及,短视频内容已经成为重要的一种触达消费者的营销形式。笔者以小米手机的抖音短视频内容营销策略作为研究对象,总结出适合手机行业的短视频营销特点以及小米手机短视频营销成功的启示,本文对于其他科技企业想推广面向大众的科技产品具有借鉴意义。
Since Douyin APP was launched in September 2016, the content format represented by PGC (Professional Generated Content) and UGC (User-generated Content) has quickly reached the scale of 100 million users by the virtue of “short and fast” communication characteristics and social attributes. With the popularity of mobile phones, it can be seen that the mobile platform based on short video content has become an important marketing channel to reach consumers. The author takes Xiaomi Company’s short video content marketing strategy on Douyin as research object, and summarizes the characteristics of short video marketing suitable for mobile phone industry and the enlightenment of Xiaomi’s success on short video marketing. This article can be used as a reference for other technology companies who want to promote popular technology products.


[1]  黎万强. 参与感: 小米口碑营销内部手册[M]. 北京: 中信出版社, 2014.
[2]  Mehrabian, A. and Russell, J.A. (1974) An Approach to Environmental Psychology. MIT Press, Cambridge.
[3]  娜布琪. 短视频用户的媒介消费行为分析[EB/OL]., 2019-09-05.


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