摘 要

短视频的火爆既有必然因素也有偶然因素，时代在发展，技术也在革新，以视频的形式记录生活来取代文字或者图片的形式也是大势所趋。现代生活节奏越来越快，传统的阅读方式逐渐被淘汰，碎片化阅读成为主流，短视频恰好满足了这个条件。短视频内容丰富、时长短，社交属性强，既满足了观众短时娱乐需求，又满足了观众互动评论、社会分享的需求。而随着短视频内容的不断细分，观众可以按照自己的兴趣选择对应的视频进一步加速了短视频垂直领域的细分。

短视频进入发展的成熟期，美食类短视频作为其分支领域也进入了快速发展时期，但发展的背后也是面临着许多问题。所以笔者从“李子柒”这一案例出发，结合5W模式从传播主体、传播内容、传播渠道、受众以及效果这五个方面出发综合分析了李子柒成功运营的重要因素——有人格魅力的主体、国内外兼具的渠道、广撒网的受众策略以及独特的内容和快速的变现能力，并且还分析了李子柒运营中存在的问题，即内容的重要性不断加重但内容同质化趋势也在加重，流量变现越发重要但粉丝运营也更加多样化等等。希望以上的研究对短视频行业的发展提供经验教训，推动短视频行业迎来更好的发展。

关键词：美食类短视频；运营策略；李子柒

Abstract

The popularity of short video has both inevitable and accidental factors. With the development of The Times and the innovation of technology, it is also the general trend to record life in the form of video instead of text or pictures.

With the acceleration of the pace of modern life, the traditional way of reading has gradually been replaced by fragmented reading. Short videos just meet this requirement.

Short videos are rich in content, time and length, and strong in social interaction. They not only meet the audience’s demand for short-term entertainment, but also meet the audience’s demand for interactive comments and social sharing.

With the continuous subdivision of short video content, the audience can choose the corresponding video according to their own interests, which further accelerates the subdivision of the vertical field of short video.

Short video has entered the mature stage of development, and short video of food has also entered the period of rapid development as its branch. However, there are many problems behind the development.

So combined with the case of “Li Ziqi”, the writer use a tool of 5W transmission mode, that is, from communication subject, content, communication channels, audience and effect of five aspects to analyze the important factor of successful operations of “Li Ziqi” comprehensively, including the body of the personality charm, domestic and foreign channels, a wide net audience strategy as well as the unique content and rapid cashability. Also analyzing the problems that exist in the operation, namely the content is more and more important but the trend of content homogeneity is aggravating, and monetizing the traffic becomes more important but fan operation is also more diversified, and soon on. It is hoped that the above research will provide experience and lessons for the development of the short video industry and promote the better development of the short video industry.

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Key Words：food short video; operation strategy; “Li Ziqi”

目录

第1章绪论 1

1.1研究背景与研究意义 1

1.1.1研究背景 1

1.1.2研究意义 2

1.2国内外研究现状 2

1.2.1国内研究现状 2

1.2.2国外研究现状 3

1.3研究内容与研究方法 3

1.3.1研究内容 3

1.3.2研究方法 4

1.4研究创新点与不足 4

1.4.1创新 4

1.4.2不足 4

第2章我国美食类短视频发展现状 5

2.1短视频概述 5

2.2美食类短视频的概念与特征 5

第3章李子柒美食类短视频的运营策略及问题分析 7

3.1李子柒概述 7

3.2运营策略分析 8

3.2.1古风仙女的传播主体 8

3.2.2以提供优质内容为目标 9

3.2.3全平台覆盖的传播渠道 10

3.2.4女性为主且全面普及的受众策略 11

3.2.5稳打稳扎地创造品牌市场的效果策略 13

3.3李子柒运营存在的问题 14

3.3.1内容为王的优势减弱 14

3.3.2变现途径单一 14

3.3.3平台用户负面评价较多 15

第4章 针对李子柒运营问题提出的相关建议 16

4.1提供多样化的内容 16

4.2线上线下相结合的变现方式 16

第5章从李子柒看我国短视频行业的发展趋势 18

5.1更加注重内容 18

5.2粉丝运营日益重要 18

5.3变现途径趋向多元化 19

总结 20

参考文献 21

致谢 22

第1章 绪论

1.1研究背景与研究意义

1.1.1研究背景

互联网时代的快速发展，人们的娱乐方式越来越多样化，以手机、平板等为依托而存在的移动端娱乐越来越成为主流。随着生活压力的骤增以及生活节奏的加快，人们的碎片化时间增多，满足人们短时精神需求成为发展的新趋势。

前瞻产业研究院在2019年9月发布的《2019年中国短视频行业研究报告》显示，截至2018年12月底，我国短视频的用户规模已达6.48亿，同比增长了58.05%，2019年6月，中国短视频行业的用户规模达到了8.57亿人，短视频发展正式进入成熟期。

图1.1 2016-2019年我国短视频用户规模情况