短视频平台对品牌传播的作用 -市场营销专业

摘要

随着移动互联网的迅猛发展，短视频平台已成为信息传播的重要载体。本研究旨在探讨短视频平台对品牌传播的作用，通过文献综述与案例分析相结合的方法，系统梳理了短视频平台在品牌传播中的独特价值。研究发现，短视频平台凭借其碎片化、社交化和娱乐化的特性，为品牌提供了全新的传播路径，不仅能够精准触达目标受众，还能借助用户生成内容实现病毒式传播效应。通过对抖音、快手等主流短视频平台的数据分析，结果显示短视频营销能显著提升品牌的知名度和美誉度，增强用户粘性。特别是KOL（关键意见领袖）营销模式展现出强大的影响力，成为品牌推广的有效手段。本研究创新地提出了“短视频生态链”概念，将内容创作、分发、互动及转化四个环节有机结合起来，为企业制定短视频营销策略提供理论依据。研究结论表明，短视频平台正重塑品牌传播格局，为品牌建设带来前所未有的机遇，同时也为企业数字化转型提供了新的思路。

关键词：短视频平台品牌传播 KOL营销

Abstract

With the rapid development of mobile internet, short video platforms have become significant carriers for information dissemination. This study aims to explore the role of short video platforms in brand communication by integrating literature review and case analysis, systematically elucidating the unique value of short video platforms in brand promotion. The findings indicate that these platforms, characterized by their fragmented, social, and entertaining nature, offer brands new pathways for communication. They not only enable precise targeting of intended audiences but also facilitate viral传播 effects through user-generated content. Data analysis from mainstream short video platforms such as Douyin and Kuaishou reveals that short video marketing can significantly enhance brand awareness and reputation while increasing user engagement. Notably, the Key Opinion Leader (KOL) marketing model demonstrates substantial influence, proving to be an effective means for brand promotion. Innovatively, this study proposes the concept of a “short video ecosystem chain,” which integrates content creation, distribution, interaction, and conversion into a cohesive fr amework, providing theoretical support for companies to develop short video marketing strategies. The conclusion highlights that short video platforms are reshaping the landscape of brand communication, presenting unprecedented opportunities for brand building and offering new perspectives for corporate digital transformation.

Keyword:Short Video Platform Brand Communication Kol Marketing

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法与思路 1

2短视频平台的品牌传播特性 2

2.1传播速度快与广度大 2

2.2内容形式多样灵活 2

2.3用户参与度高互动性强 3

2.4数据反馈及时精准 3

3短视频平台对品牌认知的影响 4

3.1提升品牌曝光率 4