摘 要
随着短视频行业的兴起，创意成为营销成功的关键，但创意枯竭现象频发，影响品牌形象和营销效果。文章分析了创意枯竭的表现和原因，如内容同质化和用户关注度下降，并指出创新意识不足、缺乏市场调研和竞品分析是主要原因。为应对创意枯竭，文章提出以下策略：首先，强调加强市场调研与竞品分析的重要性，通过深入了解目标受众需求和借鉴竞品成功元素，为创意注入新活力。其次，提升用户反馈与互动参与度，通过倾听用户声音、开展互动活动，激发用户参与创意的热情。此外，跨界合作与资源整合也是关键策略之一，通过与其他品牌或创作者合作，整合多方资源，创造独特且具有吸引力的创意内容。最后，充分利用短视频平台的功能与技术创新，如创意工具和新技术应用，进一步提升创意的表现力和传播效果。
关键词：短视频营销 创意枯竭 市场调研 创新策略
Abstract
With the rise of the short video industry, creativity has become the key to marketing success, but the phenomenon of creativity exhaustion occurs frequently, affecting the brand image and marketing effect. The paper analyzes the performance and reasons of the exhaustion of creativity, such as the homogenization of content and the decline of user attention, and points out that the lack of innovation awareness, lack of market research and competitive product analysis are the main reasons. In order to cope with the exhaustion of creativity, the article proposes the following strategies: First, it emphasizes the importance of strengthening market research and analysis of competitive products, and injects new vitality into the creativity through in-depth understanding of the needs of the target audience and the successful elements of competitive products. Secondly, improve user feedback and interactive participation, and listen to users 'voices and carry out interactive activities to stimulate users' enthusiasm for participating in creativity. In addition, cross-border collaboration and resource integration are also one of the key strategies to create unique and attractive creative content by working with other brands or creators. Finally, make full use of the functions and technological innovation of the short video platform, such as creative tools and new technology applications, to further improve the ex pression and communication effect of creativity.
Keywords: Short video marketing creative drying up market research innovative strategies
目 录
一、绪论 1
（一）研究背景及意义 1
（二）研究目的和内容 1
（三）国内外研究现状 1
二、相关理论概述 2
（一）短视频的定义与特点 2
（二）短视频营销的概念与优势 2
（三）创意在营销中的重要性及作用机制 2
三、短视频营销中的创意枯竭问题 3
（一）创意枯竭的表现与影响 3
（二）创意枯竭的原因分析 3
（三）创意枯竭对短视频营销的挑战 4
（四）创意枯竭问题的普遍性与紧迫性 4
四、短视频营销中的创新策略 6
（一）加强市场调研与竞品分析 6
（二）提升用户反馈与互动参与度 6
（三）跨界合作与资源整合 7
（四）利用平台功能与技术创新 8
五、结论 8
致 谢 9
参考文献 10
