摘要
随着经济发展与科学技术的进步,移动互联网覆盖到社会的各行各业,中国进入到一个自媒体时代。短视频成为必不可少的产物,同时也成为传递信息的重要方式,短视频制作迅速崛起,成为企业推广产品的主要途径之一。该文通过对云南小粒咖啡短视频营销模式的研究,找出云南小粒咖啡短视频营销中存在的问题,视频创作趋于同质化、品牌与消费者互动性较低、品牌意识淡薄与运营能力不足、平台管理机制不完善和营销后端物流成本较高。最后有针对性地提出云南小粒咖啡短视频营销的创新对策,最终实现云南小粒咖啡营销体系的智慧升级。
With the development of economy and the progress of science and technology,mobile Internet covers all kinds of social industries.China has entered a self-media era.Short video has become an indispensable product,and it has also become an important way to transmit information.The rapid rise of short video production has become one of the main ways for enterprises to promote products.Through the research on the short video marketing mode of Yunnan Arabica coffee,this paper finds out the problems existing in Yunnan Arabica coffee short video marketing.Video creation tends to be homogeneous,the interaction between brands and consumers is low,brand awareness is weak and operation ability is insufficient,platform management mechanism is not perfect,and the back-end logistics cost of marketing is high.Finally,the paper puts forward the innovative countermeasures of Yunnan Arabica coffee short video marketing,and finally realizes the smart upgrade of Yunnan Arabica coffee marketing system.
出处
《智慧农业导刊》
2024年第5期111-114,共4页
JOURNAL OF SMART AGRICULTURE
基金
云南省科技计划项目(202304AL030023)。
关键词
云南小粒咖啡
云南咖啡
短视频
营销模式
策略
Yunnan Arabica coffee
Yunnan coffee
short video
marketing mode
strategy
