《旅游新媒体营销》课件-初识短视频

旅游新媒体营销TourismNewMediaMarketing初识短视频Gettingtoknowshortvideosforthefirsttime6.1.2短视频概述Overviewofshortvideos1目录短视频的特点Characteristicsofshortvideos2短视频平台的商业生态Businessecologyofshortvideoplatforms3短视频概述Overviewofshortvideos11短视频概述Overviewofshortvideos中国互联网网络信息中心发布《第50次中国互联网发展状况统计报告》ChinaInternetNetworkInformationCenterReleases50thStatisticalReportonInternetDevelopmentinChina来源：

中国互联网络发展状况统计调查2022.6单位：万人短视频概述Overviewofshortvideos来源：

中国互联网络发展状况统计调查2022.6单位：万人网络视（含短视频）频用户规模为9.95亿，占整体网民的94.6%ThenumberofInternetvideo(includingshortvideo)userswas995million,accountingfor94.6%oftheoverallInternetusers.短视频用户规模为9.62亿，占整体网民的91.5%Thesizeofshortvideousersis962million,accountingfor91.5%ofoverallInternetusers.短视频行业市场格局已初步形成Shortvideoindustrymarketlandscapehasbeeninitiallyformed《2021中国网络视听发展研究报告》ResearchReportontheDevelopmentofOnlineAudiovisualinChina,2021短视频概述Overviewofshortvideos短视频行业市场格局已初步形成Shortvideoindustrymarketlandscapehasbeeninitiallyformed《2021中国网络视听发展研究报告》ResearchReportontheDevelopmentofOnlineAudiovisualinChina,2021短视频概述Overviewofshortvideos占据超过一半市场的第一梯队被抖音短视频和快手占据。Thefirsttier,whichaccountsformorethanhalfofthemarket,isoccupiedbyJitterbugshortvideosandRacer.占据接近三分之一市场的第二梯队竞争激烈，包括西瓜视频、微视等。Thesecondtier,whichoccupiesclosetoone-thirdofthemarket,isfiercelycompetitiveandincludesWatermelonVideo,Weishiandothers.第三梯队包括好看视频等。Thethirdtierincludesgood-lookingvideosandothers.短视频概述Overviewofshortvideos各大短视频平台扩展海外市场领域MajorShortVideoPlatformsExpandOverseasMarketSegments短视频概述Overviewofshortvideos2022年7月抖音及海外版TikTok在全球AppStore和GooglePlay吸金超过2.9亿美元，是去年同期的1.7倍，蝉联全球移动应用（非游戏）收入榜冠军JitterbuganditsoverseasversionTikTokdrewmorethan$290millionintheglobalAppStoreandGooglePlayinJuly2022,1.7timesmorethaninthesameperiodlastyear,reigningasthetopglobalmobileapp(non-game)revenuechart.大约45%的收入来自中国版本抖音;美国市场排名第二，贡献了16.2%的收入;日本市场排名第三，占4.1%About45%oftherevenuecomesfromtheChineseversionofShakeology;theU.S.marketisrankedsecond,contributing16.2%oftherevenue;andtheJapanesemarketisrankedthird,accountingfor4.1%oftherevenue短视频概述Overviewofshortvideos短视频的特点Characteristicsofshortvideos22短视频的特点Characteristicsofshortvideos时长短Shortduration成本低Lighterweight传播快Fast-spreading社交化Socialize营销化Marketability独有特点uniquecharacteristic功能特性Functionalcharacteristics时长短、成本低Shortdurationandlowcost新媒体视频大都以分钟甚至秒来计算长度。Thedurationofnewmediavideosaremostlymeasuredinminutesorevenseconds不需多昂贵的拍摄设备或多复杂的后期剪辑，就可完成一个新媒体视频并上传分享peopledon'tneedmuchexpensivefilmingequipmentormuchcomplicatedposteditingtofinishanewmediavideoanduploaditforsharing短视频的特点Characteristicsofshortvideos用户的角度消遣生活中不可避免的等待时间Theuser'sperspectiveAmusinglife'sinevitablewaittimes短视频的特点Characteristicsofshortvideos创作者的角度市场有短视频的需求短视频的制作成本大大下降Creator'sperspectiveThereisademandforshortvideosinthemarketThecostofproducingshortvideoshasdroppeddramatically短视频的特点Characteristicsofshortvideos传播快、社交化Spreadfastandsocialize视频上传简单化VideoUploadMadeSimple网络提速化speedupthenetwork分享便捷化EaseofSharing新媒体视频传播速度快Newmediavideostravelfast短视频的特点Characteristicsofshortvideos传播速度快，分享社交化Spreadfastandsharesocially短视频的特点Characteristicsofshortvideos类别多、精准化Multiplecategoriesandprecision短视频的特点Characteristicsofshortvideos少则十几种，多则几十种，涵盖了人们生活的方方面面Asfewasadozenormore,coveringeveryaspectofpeople'slives新媒体平台会将内容进行垂直细分美食、时尚、旅行、宠物、汽车、社会新闻Food,Fashion,Travel,Pets,Cars,SocialNewsNewmediaplatformswillsegmentcontentvertically细化的内容领域，使得新媒体视频具有精准营销化的特点Theserefinedcontentareasmakenewmediavideosprecision-marketable智能算法的出现平台可以画出每个用户的画像，得知每个用户的喜好和习惯，然后通过精准推送，让用户看到感兴趣的视频内容，从而提高平台的营销效率和商业价值。TheemergenceofintelligentalgorithmsTheplatformcandrawaportraitofeachuser,learnthepreferencesandhabitsofeachuser,andthenthroughaccuratepush,lettheuserseethevideocontentofinterest,soastoimprovethemarketingefficiencyandcommercialvalueoftheplatform.短视频的特点Characteristicsofshortvideos新媒体视频问题Problemswithnewmediavideos低俗化Vulgarization虚假性Falsity同质性Homogeneity内容质量低下Lowqualityofcontent无深度Depthlessness短视频的特点Characteristicsofshortvideos新媒体视频问题Problemswithnewmediavideos短视频的特点Characteristicsofshortvideos版权问题Copyrightissues“搬运现象”降低了市场的视频质量，是侵权行为，侵犯了原创作者的利益，打击创作者的热情，不利于行业发展This"porteringphenomenon"reducesthequalityofvideosinthemarketandisaninfringementoftheinterestsoftheoriginalcreators,discouragescreatorsandisnotconducivetothedevelopmentoftheindustry.实现良性发展Achievingvirtuousdevelopment短视频平台激励和运营内容生产者，形成丰富的短视频内容，吸引用户持续地使用。Shortvideoplatformsincentivizeandoperatecontentproducers,resultinginrichshortvideocontentthatattractsusersonaconsistentbasis.平台通过整合其中的媒体和流量资源，向广告主售卖变现Theplatformrealizessalestoadvertisersbyintegratingthemediaandtrafficresourcestherein维持用户忠诚度Maintaininguserloyalty增加了平台方和内容方收入Increasedrevenueforbothplatformandcontentowners短视频的特点Characteristicsofshortvideos短视频平台的商业生态Businessecologyofshortvideoplatforms33三角形的稳定模式Stabilizationmodeoftriangles短视频平台的商业生态Businessecologyofshortvideoplatforms媒体资源mediaresource广告主

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contentside平台方platformprovider广告费用Advertisingcosts内容element补贴+流量Subsidies+Traffic优质内容premiumcontent广告费用Advertisingcosts短视频平台的商业生态与长视频平台被内容版权方“牵着走”的态势、依靠会员制收费和贴片广告实现盈利的商业逻辑不同Thebusinessecologyofshortvideoplatformsisdifferentfromthebusinesslogicoflongvideoplatformsthatare"led"bycontentcopyrightholdersandrelyonmembershipfeesandpatchadstorealizeprofitability.短视频平台的商业生态BusinessecologyofshortvideoplatformsTheuser'sperspective用户的角度短视频平台的使用成本是相对较低的，甚至能够在平台方的补贴之中获取一定的收入，从而形成了极高的用户忠诚度Thecostofusingshortv