| According to CNNIC's 44 th report,by June 2019,China's network video users had reached 759 million,of which 648 million were short video users,accounting for 75.8%of the total number of netizens.With the development of short videos and the application of self-media in them,The more personal the content of life,the more it can attract the attention of netizens.A group of Tibetan web celebrities featuring Tibetan ethnic labels have emerged.They have relatively strong communication power and influence.They attract audiences through short video,carry out marketing communication,sell local characteristic agricultural and sideline products,and promote regional economic development.The unique communication advantage of short video platform breaks the communication barrier between Tibetan areas and the outside world,realizing decentralized fission communication and reaching more audiences.As a new role in promoting the economic development and cultural transmission in Tibet,Tibetan web celebrities has demonstrated its fission effect on both supply and demand sides of the Internet.This study focuses on the Internet celebrities in remote areas of ethnic minorities in the Internet era.They use short video platforms to market Tibetan characteristic products,and the fans of Tibetan web celebrities are the recipients and potential consumers of their information.Therefore,this study focuses on how Tibetan web celebrities should grasp the audience's preference and consumption attitude towards its media content,and how Tibetan web celebrities can make better use of short videos to carry out continuous marketing communication and prolong its vitality.So,what are the characteristics of Tibetan web celebrities' short video marketing communication? What impact has it had? What are the factors that influence the audience's consumption attitude in the short video marketing communication of Tibetan web celebrities? What are the optimization strategies for Tibetan Internet users to better carry out short video marketing communication and give momentum to the development of Tibetan economy and culture? This paper focuses on the above issues.The author conducted in-depth interviews with the audience of Tibetan web celebrities' short video marketing communication and based on the grounded theory,using Nvivo software to extract six influencing factors and combining ABCconsumption attitude theory to put forward research assumptions.through questionnaire survey,SPSS software was used to analyze the influencing factors of Tibetan web celebrities' short video marketing communication effect and verify the assumptions.This research adopts the method of combining qualitative and quantitative research,combined with the research conclusion and the problems found in relevant interview data,this paper puts forward four optimization strategies for the red short video marketing communication of Tibetan websites: first,using Tibetan labels: constructing a "natural and real" scene,which specifically includes giving full play to regional advantages,displaying Tibetan life in all directions,and cleverly implanting products instead of hard implantation;The second is to give full play to its charm and improve its professional level,which mainly includes precisely positioning and serialization of content production,optimizing professional skills and prolonging its vitality according to personal characteristics.Third,establish cooperation: complement each other's advantages to achieve mutual benefits and win-win results,including strengthening cooperation with relevant departments,promoting rural revitalization and developing cooperation among Internet users to achieve sound fission;Fourth,it is necessary to pay attention to the audience's emotion and improve the quality of interaction,including multi-channel interaction to establish emotional ties and maintain exposure,and to pay attention to timely interaction of comments. |
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