Research On The Operation Strategy Of Gourmet Short Video Media

With the development of short video platforms and network technologies,short video content has become the main way to obtain information.People use short videos for learning,creation,expression,and entertainment.This has enabled the short video platform to accumulate a large number of users and content.Based on interests and needs,It gave birth to one vertical classification after another.Gourmet has a low threshold for creators and audiences.It has accumulated rich content resources in China’s thousands of years of history.The gourmet short video industry has rapidly developed upstream,midstream,and downstream industrial chain links,creating content+ The integrated business model of implantation + IP + live broadcast + drainage has become one of the largest branches in the short video field.From 2017 to 2019,the gourmet short video media entered a state of blowout,with phenomenal media such as "Li Ziqi" "Diary Shiji" "Mizijun" and "Office Ono" appeared,which became a common discussion in the industry and academia.Objects,gourmet short videos will be full of life scenes,using the shooting language of the lens and software editing techniques to create different styles such as Japanese,pastoral,fresh,and ethnic,and successfully maintained in this era of information explosion.With a strong attraction to users,food videos have not only become a tool for audiences to learn and entertain,but also achieve psychological effects of comfort,accompany,and healing.In April 2019,"Taobao Food" was established in cooperation with Alibaba and Pear Video.At this time,the gourmet short video industry is already a red sea.The competition between media is fierce,and the top media dominates,from content production to IP operation.Developed a mature operation model.Relying on a strong content team and financial support,"Taobao Foodie" has become a tens of millions of media outlets in less than two years,opened a new model of storytelling,and created its own unique Content production methods and user operation strategies.This article selects "Taobao Foods" as the research object,comprehensively using case study,text analysis,and questionnaire survey methods to analyze the operation strategy of "Taobao Foods" Conducted analysis and interviewed six users of"Taobao Foodie" and Mr.Zhang,the head of the "Taobao Foodie" team,trying to understand the feedback from users of "Taobao Foodie",as well as the overall operation strategy and future development direction,and more accurate analysis of "Taobao Foodie" "The advantages and problems encountered in the operation process.This article is divided into four chapters for research.The first chapter is the introduction,mainly about the research background,research significance,research methods,and the innovations of this article.The second chapter is the development overview of gourmet short video media.The content is divided into the category of shop exploration and evaluation and production explanation.It describes the development and characteristics of the corresponding media.The media operation stage is divided into the self-media operation stage and the MCN agency operation stage;Chapter 3 is the analysis of the operation strategy of "Taobao Food",First of all,made a statement on the team background,operating philosophy,and content production methods of "Taobao Foodie",and then analyzed the operation strategy of "Taobao Foodie" from four aspects: content operation,platform operation,user operation,and commercial operation.,Content operation is the foundation of media operations."Taobao Food" has rich content sources and strict content generation.It relies on Pear Video’s shooting team and editing team for production and polishing,and uses unique storytelling expressions to attract audiences’ attention.In terms of platform operation,“Taobao Food” uses multiplatform distribution channels to maximize the benefits of content,gathers the power of users from the entire network to build a media brand,and uses multimedia interaction to reach more short video users and spread " The media image of "Taobao Food",user operation is the key to realizing commercial transformation.A large number of sticky users are positively related to business benefits.Sticky users are gradually transformed from ordinary users."Taobao Food"is used to increase the update frequency and stay close to hot spots in real time.Organize a Weibo lottery to attract new,accumulate and motivate users to achieve the final conversion effect.In terms of the conversion model,"Taobao Foodie" not only uses brand implantation to obtain profit,but also invests Ali elements into videos,pictures and copywriting.It has also actively created the hottest live delivery mode;Chapter 4 is based on the analysis of the questionnaire results of user research,collecting the personal characteristics and demand information of short gourmet video users,and proposing the corresponding development status of "Taobao Food" Questions and suggestions,actively embrace the market,capture the interests and preferences of young audiences,improve the quality of content production,increase user stickiness,target audiences,precise positioning and development,avoid content homogeneity,pay attention to user needs,and boldly innovate business models;Finally,it is a summary of the article,and puts forward the future development direction of gourmet short videos and the deficiencies of the thesis.