“抖音”的盈利模式及发展策略

随着互联网技术的飞速发展,以往单一借助于图片、文字等的通信方式越来越难以满足人们的多样化需求,多元化社交、表达情感、彰显个性、娱乐诉求等需要推动了以"抖音"为首的短视频迅速发展.这类A pp的诞生不仅呈媒体形态,同时还融合了图片、视频、音乐等多重娱乐符号,很好地满足了大众的多样化需求.为此,以"抖音"为研究对象,从广告营销、直播带货的电商模式、IP化运营、直播打赏4个方面探讨"抖音"的盈利模式,并针对"抖音"现有的盈利模式分析其存在的问题.最后提出加强全面监管力度,净化平台空气;加强新闻类短视频的推及,防止过度导向娱乐化;加强视频内容的培养,提高市场转换价值;加强技术研发和应用,重塑新型盈利模式等发展策略.

Profit Model and Development Strategy of Tik Tok

With the rapid development of Internet technology, it is more and more difficult to meet the diverse needs of people by means of pictures, words and other communication methods which are popular in the past. Customers, diversified social, emotional expression, personality, entertainment demands and other needs have promoted the rapid development of short video headed by " Tik Tok ". At the same time, the birth of this kind of App is not only in the form of media, but also combines pictures, videos, music, pictures and other multiple entertainment symbols, which can well meet the diverse needs of the public. Based on the research object, discusses the profit model of " Tik Tok " from four aspects: advertising marketing, live delivery mode, IP operation and live broadcast reward, and analyzes the existing profit model of " Tik Tok " to analyze its existing problems. Finally, it is proposed to strengthen the overall supervision, purify the air of the platform; strengthen the promotion of short news video, prevent excessive entertainment; strengthen the cultivation of video content improve the value of market conversion; strengthen the research and application of technology, reshaping new profit model and other development strategies.