Research On Aesthetic Marketing Of Network Short Video

With the advent of the new media era,as a mass media,network short video began to appear in People’s Daily life,it can not only meet people’s spiritual needs and aesthetic needs,but also has a profound impact on the current marketing methods and marketing ideas.The aestheticized marketing of network short video is a new format and new marketing mode developed under this background.However,the current academic research on this topic is only limited to the single field of "aesthetics" and "network short video marketing",and few combine the two to conduct systematic analysis.The analysis of the aestheticized marketing of short online video is an important issue that cannot be ignored in the field of short online video industry.It is of great theoretical value and practical significance to analyze this topic.To the aesthetics marketing network short video analysis,systematically based on aesthetics,psychology,communication studies,marketing,economics and other multi-disciplinary theory as the theoretical basis,using the method of case study,comparative study of basic connotation,the development of network video short aesthetic marketing present situation,main problems and analyzes the causes of the problem,Furthermore,the paper puts forward some suggestions and corresponding strategies for the development of short video aesthetic marketing.The research content of this paper consists of four parts:The first part is composed of the introduction,which elaborates the research background,research status,research significance,research purpose,research ideas and methods of this paper.This paper mainly investigates the theoretical origin and research status of network short video marketing and aesthetics in order to grasp the overall situation of this topic.The second part consists of the first chapter,this part narrates the short video network and the core of aesthetic marketing concept,aesthetic elements and inner relations of network video short was analyzed,and the development of the network short video marketing,as well as the aesthetic marketing and other traditional marketing methods are compared,to clarify specific advantages of short video aesthetic marketing network,This constitutes the basic theory part of this paper.The third part is composed of the second,third and fourth chapters,which is the core content of this paper.This section of the plight of the current short video aesthetic marketing network analysis,summed up the trouble phenomenon of "ugliness" "aesthetic utilitarianism""aesthetic" "symbolic consumption" five big problems such as "entertainment",and the structure of the industrial chain,the technical difficulties and spread mechanism three aspects reasons were discussed.At the same time,the positive and negative cases are analyzed,and the positive experience and painful lessons of network short video aesthetic marketing are summarized.The fourth part is composed of the fifth chapter,mainly in view of the existing problems of the network short video aesthetic marketing,put forward suggestions and measures for reference.In addition,the aesthetics discussed in this paper is not the trend and characteristics of network short video aesthetics,but the aesthetics as a way of marketing.Starting from this kind of marketing mode,this paper analyzes the difficulties of the current network short video aesthetic marketing,and finally improves the existing network short video aesthetic marketing strategy,so as to promote the transformation and upgrading of the digital culture industry and the healthy development.