Study On The Influence Of Short Video On Media Brand In The Mobile Internet Era

The development of short video is not accidental,with the rapid development of hardware and software such as mobile Internet and smart phones,create a good environment for the production and dissemination of short videos.With the vigorous development in the past ten years,the market environment is diverse and inclusive,a lot of information can accurately reach the consumer group directly,unpredictable impact on the brand.For this reason,if you grasp and use short video channels,it is worthy of in-depth research and analysis to build its own brand,efficiently reach and influence consumer groups.As an important part of today’s brand influence building,mobile Internet shows a richer variety of communication methods and strong plasticity on the basis of traditional marketing methods.At the same time,the content of brand communication has also shifted from promotion to communication,and even looking for various opportunities to actively interact with consumers.With the continuous iteration of marketing channels and methods,brands have deeply realized the advantages and challenges brought by the mobile Internet.How to actively embrace and make good use of this new channel is also a particularly important research direction in recent years.In the past,information dissemination mainly relied on traditional communication channels.On the one hand,the content of dissemination was singular.Traditional media has been affected and impacted by new media and has not found a good transformation model.Second,the ability to collect information is weak.Traditional information collection has problems such as low efficiency and incorrect information.Technical developments such as short video and live broadcasting have greatly solved these shortcomings.This research mainly adopts case analysis method,comparative analysis method and content analysis method.It sorts out the development history,practical cases and dilemmas of my country’s media brand,and uses 4C theory and bilateral market theories to analyze it.Through literature research,we will analyze the current situation of short videos at home and abroad,and understand the measures and development paths of media brands in the development of short videos based on the query literature.Analyze these short video cases to deeply understand and study the entire upstream and downstream industry chain of short video manufacturing.Analyze and research these industry functions through analysis and summary methods.In-depth understanding of the position of short videos in the traditional media industry to improve and optimize the possibilities.