Research On The Operation And Management Strategy Of The Self-made Short Video

The rapid development of the mobile Internet,the updating and iteration of smart terminal equipment,and the growing social and cultural needs of the masses have given birth to the short video.Brief audiovisual languages,diverse creative gameplay,open communication channels,and extremely low experience admittance make self-made short videos highly compatible with the current fast-paced,fragmented,and entertaining lifestyle,and quickly become everyone’s entertainment choice.Their own short-video platforms are also grabbing resources in the rapid development wave,exploiting ideas,building brands,and launching fierce market competition.However,in practice,self-made short video critiques are frequent,and laws and regulations are relatively lagging.As a result,problems such as rough and low-quality product content,excessive entertainment,a single business model,weak profitability,and worrying user information security have generally appeared in the industry.After clarifying the concept,development history,and development status of self-made short videos,the article analyzes and summarizes five aspects of characteristics,including "original ecology","massiveness","immediateness","selfishness" and "sociability".Based on the value chain theory of cultural enterprises,from the four main levels of production subject,product,market,and user,the analysis believes that there are some common problems such as the complex subject,complex products,elementary market,and fuzzy users.As a result,the traditional cultural management methods and models are incompatible and unable to make efforts,which will hinder the long-term development of short videos.Therefore,the article proposes four ideas for the operation and management of self-made short videos: on the subject,emphasis on "elaborate + hierarchical " management;on products,emphasis on "incentive + standardization" management;in the market,it emphasizes "branding +long tail" management;and in terms of users,it emphasizes "experience + security" management,so as to continuously guide the behavior of the main subject,stimulate high-quality content production,expand profit models,and optimize user experience.Generally speaking,the management of self-made short videos cannot copy and transplant the management model of existing online cultural products.It must be adjusted and innovated according to the media characteristics and development trends of short videos."Short video" should be regarded as a new cultural style under network logic,rather than a simple media form,in order to explore a set of operation and management strategies that not only promotes the self-made short video network cultural energy,but also maintains the social balance as much as possible under the existing environment,culture and economy.