| The intangible cultural heritage is the crystallization of people’s wisdom and has a high historical and spiritual value.China is a large country with intangible heritage.However,under the impact of modern civilization,the protection and inheritance of intangible cultural heritage was difficult at one time and Crafts were faced with the dilemma of loss.The era of mobile internet has brought opportunities.The spread of short videos,social functions and commercial operations have brought new vitality to intangible cultural heritage.Tik Tok is one of the successful cases.This paper uses literature research and case analysis to study the current status of non-heritage Tik Tok platforms,draws on successful experiences,also points out existing problems and proposes optimization strategies to provide reference for future non-heritage short videos.The first chapter of the thesis analyzes the main difficulties faced by the dissemination of intangible cultural heritage: the lack of innovative ideas,insufficient funding,and a lack of identity.The combination with short videos helps to solve these problems.Based on the introduction of the development trend and business model of Tik Tok platform,the second chapter summarizes the advantages of intangible cultural heritage on Tik Tok platform and the combination of all from the perspective of the content,mechanism and market operation,finding significance for both parties.The third chapter studies the current situation of communication from five aspects.The non-legacy people on the main body of communication can obtain traffic and benefits under the blessing of platform resources and MCN agency operations.In terms of content,using the "Uncle Wen’s Umbrella" account as an important case,the four content presentation features of non-legacy short videos are analyzed.Online and offline linkage promotion is a channel operation method of Tik Tok non-heritage,which is expressed by using topical challenges and cross-border cooperation to stimulate user participation and obtain official endorsements and non-heritage resources.Based on the analysis of Internet users’ knowledge and needs,it can be seen that the Tik Tok audience is positioned as the experience and consumer of the legacy.With regard to the profit model,with the help of high-quality content resources,Tik Tok opens a new model of content e-commerce.Chapter 4 summarizes some shortcomings in the current state of communication,such as the non-heritage account severely squeezing the distribution space of ordinary accounts,the lack of differentiation of the same type of non-heritage content,theintangible experience has not yet fully combined with users and single issue of preferences and profit model.Based on these issues and the practical experience of other competing products,this article proposes corresponding optimization strategies based on the four principles of interaction,personality,fun,and benefits,using the 4I theory of online marketing.In short,the dissemination of non-heritage on vibrato short videos is a fusion and innovation of traditional culture and new media,which has important practical significance for the protection and inheritance of intangible heritage.The existing communication has initially achieved good results,but it is still necessary to continue to improve and innovate according to the needs of the audience and market conditions,stimulate the inherent vitality of non-heritage,and achieve "creative transformation and innovative development."... |
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