摘要
随着短视频平台越来越多地吸引大众的眼球,不少商户和品牌通过短视频平台来营销产品,已达到增加销量,推广品牌的效果。其中,对美妆产品的营销视频数量大且深受女性群体的喜爱,其营销方式种类繁多,有网红博主带货、产品测评、明星代言等。基于短视频平台的受众特点,以抖音为例,利用问卷调查的方式,选择大学生群体为调查对象,收集调查对象对抖音上美妆产品营销的态度及其购买行为与原因,最终通过数据分析得出结论及建议。
With the short video platform attracting more and more attention of the public,many businesses and brands market products through the short video platform to promote their products and increase sales.Among them,a large number of videos are about cosmetic products and they are deeply favored by female groups.There are many kinds of marketing methods,such as bloggers’recommendation,products evaluation,celebrity endorsement,etc.Based on the audiences’characteristics of the short video platform,taking DouYin as an example,using the questionnaire survey,college students were selected as the subjects of the survey.The attitudes of the respondents to the marketing of cosmetics products on DouYin,as well as their buying behavior and reasons were collected.Finally,conclusions and suggestions were drawn through data analysis.
作者
汪子玥
WANG Zi-yue(South China Agricultural University,Guangzhou 510642,China)
出处
《经济研究导刊》
2020年第3期52-53,67,共3页
Economic Research Guide
关键词
短视频平台
抖音
营销
大学生
美妆产品
short video platform
DouYin
marketing
college students
cosmetics products
