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| 宠物短视频运营模式和营销策略研究——以抖音为例 摘要 随着经济发展、脱贫攻坚战等等因素的影响和推动，人们的可支配收入不断增加，对生活的需求也在不断提高，“猫狗双全”的生活成为很多人的追求，宠物不仅是老年人的“伴儿”，也是年轻人的精神寄托，还能作为小朋友的成长伙伴，总之宠物在人们生活中扮演的角色越来越重要。同时，碎片化娱乐方式的普及，让短视频展现出了巨大的市场潜力，宠物短视频也应运而生，关注、分享、互动等的社交化元素很大程度的推动了宠物和宠物相关用品的销售与传播，并发展和总结出了一套运营模式和营销策略。文章就以抖音为例，对宠物的短视频的运营模式和营销策略进行探究，并分析其中存在的问题。 关键词：宠物短视频；运营模式；营销策略 RESEARCH ON OPERATION MODES AND MARKETING STRATEGIES ABOUT PET VIDEOS——TAKE TIKTOK FOR EXAMPLE ABSTRACT Along with economic development and the impact of the battle against poverty,people’s disposable income increased,the demand for life are also constantly improve. The life that have both cat and dog become the pursuit of a lot of peaple.A pet is not only the companionship for the elderly,is also a spiritual of young man ,also can be used as children the growth of the partner.Anyway,pet is playing an increasingly important role in people’s life.At the same time,the popularity of fragmented entertainment makesshort videos show great market potential and pet videos were born.Social elements such as attention,sharing and interaction,to a great extent,promote the sales and dissemination of pets and pet-related products. It develops and summarize a set of operation mode and marketing strategy.Taking TikTok as an example,this paper explores the operation mode and marketing strategy of short videos for pets,and analyzes the existing problems. Key words: pet video; operation mode; marketing strategy 目 录 一、绪论 1 二、文献综述 1 三、宠物短视频发展现状 1 四、宠物短视频运营模式 3 （一）合作模式 3 （二）内容营销 4 （三）商业变现 4 五、宠物短视频盈利模式 7 （一）电商导流 7 （二）直播带货 7 （三）IP衍生 8 六、宠物短视频营销策略 8 （一）趣味原则 8 （二）利益原则 9 （三）互动原则 9 （四）个性原则 10 七、存在问题 11 （一）内容同质化 11 （二）收入结构化单一 11 （三）产品质量与安全问题 11 八、结语 12 参考文献 14 致 谢 14 |
