随着国内4G网络的全面发展和覆盖，2018年开始各大竖屏短视频APP的 观看用户量爆发式增加，愈来愈多的商家和企业开始重视并布局竖屏短视频营 销。根据2019年6月的数据显示，我国短视频相关用户人数已到达7.59亿人。 与2018年末相比增加了3391万人，占整体网民的88.8%，仅半年就增加了14.9 个百分比，可谓是增速迅猛。其中，短视频用户到达6.48亿人次，占整体网民 的75.8%，占整体手机网民的76.5%。由此可见，现今观看短视频的人数是非常 庞大的群体。随着5G时代的即将到来，加之我国智能手机的普及率正进一步提 高，未来这一数据还将会不断地增长。 本文就短视频的发展历史进行梳理，整合了短视频的相关概念。将竖屏短视 频作为短视频的一个重要分支系统的梳理了相关概念和营销发展趋势。一直以来 视频都是以横屏作为标准比例进行拍摄制作和传播，但竖屏因为更符合人们的手 机观看习惯而开始兴起。 原创品牌TY咖啡，在全国拥有几百家门店，进驻大型商超和综合商圈店。 但随着短视频营销的迅猛发展，TY咖啡的网络营销确没有趁着这股风口迎风而 上，在短视频布局方面有所欠缺和不足。 本文研究的主要目的有两个，首先是研究竖屏短视频营销的策略；其次是研 究在移动互联网时代，企业品牌TY咖啡应该如何进行有效的竖屏短视频营销。 本文以竖屏短视频营销作为研究对象，查询相关文献资料，仔细观察行业趋势， 结合理论、实践和调查问卷结果对企业如何制定短视频营销策略进行系统的梳 理。在此基础上，运用SWOT和波特五力模型来分析TY咖啡的营销环境和存 在的问题，结合相关竖屏短视频营销的成功案例，从定位、策划、拍摄、后期和 运营等各个方面总结出一套科学的理论和方法论，对企业在进行竖屏短视频营销 时提供有效的策略指导，实现流量从线上引流到线下进行变现，提出具有参考性 的建议和启示。因为移动互联网未来5G市场中的竞争在于谁能抓住竖屏短视频 这股风口，只有为企业打造专属的MCN机构，不过分依赖平台，依靠自身优质 原创内容的生产能力，掌握流量的话语权和主导权，才能把握住未来的营销潮流， 使得品牌深入用户的心智。 关键词:竖屏短视频；短视频营销；互联网营销；新媒体运营 II Abstract Withthecomprehensivedevelopmentandcoverageofdomestic4Gnetwork, thenumberofviewingusersofvariousportraitshortvideoappshasexplodedsince 2018,andmoreandmorebusinessesandenterpriseshavebeguntopayattentionto andarrangeportraitshortvideomarketing.AccordingtodatafromJune2019,the numberofshortvideo-relatedusersinChinahasreached759millionparedwith theendof2018,thenumberhasincreasedby33.91million,accountingfor88.8 percentofthetotalInternetusers,anincreaseof14.9percentinjusthalfayear. Amongthem,thenumberofshortvideousersreached648million,accountingfor 75.8%ofthetotalInternetusersand76.5%ofthetotalmobileInternetusers.Thus, thenumberofpeoplewhowatchshortvideostodayisverylarge.Withthefurther increaseofthepenetrationrateofsmartphonesinChinaandthecomingof5Gera, thisdatawillcontinuetogrowinthefuture. Thispaperreviewsthedevelopmenthistoryofshortvideoandintegratesthe relatedconceptsofshortvideo.Takingportraitshortvideoasanimportantsub-system ofshortvideo,thispapersortsoutrelevantconceptsandmarketingdevelopment trends.Videohasalwaysbeenfilmedanddistributedinthestandardproportionof horizontalscreen,butportraitscreenstartedtorisebecauseitwasmoreinlinewith people'smobileviewinghabits.Wheretheuseris,theenterprisemarketingmustbe. TYcoffee,theoriginalbrand,hashundredsofstoresacrossthecountry, includinglargesupermarketsandcomprehensiveshops.However,withtherapid developmentofshortvideomarketing,TYcoffee'snetworkmarketingdidnottake advantageofthiswind,shortvideolayouthassomedeficienciesanddeficiencies. Therearetwomainpurposesofthisresearch,thefirstistostudytheportrait shortvideomarketingstrategy;Thesecondistostudyhowtoconducteffective portraitshortvideomarketingforTYcoffeeintheeraofmobileInternet.Inthispaper, takingportraitshortvideomarketingastheresearchobject,combinedwiththetheory, practiceandquestionnaireresults,howtodevelopshortvideomarketingstrategyfor enterprisesissystematicallysortedout.Onthisbasis,combiningwiththerelative verticalscreenshortvideomarketingsuccessstories,fromtheperspectivesofusers, contentandplatform,summarizedasetofscientifictheoryandmethodology,tothe III enterpriseintheverticalscreenshortvideomarketingprovideeffectivepolicy guidance,realizetocashflowfromofflinetoonlinedrainage,helpTYcoffeemaking shortvideomarketingoptimizationstrategy,putsforwardSuggestionswithreference andenlightenment. Keywords:Portraitshortvideo;Shortvideomarketing;TIKTOKAPP;Internet marketing;Newmediaoperation IV 目录 摘要......................................................................................................................................................I Abstract...............................................................................................................................................II 第1章绪论.......................................................................................................................................1 1.1研究背景和意义..................................................................................................................1 1.2国内外研究概况..................................................................................................................2 1.2.1国外研究概述...........................................................................................................2 1.2.2国内研究现状...........................................................................................................3 1.3研究内容及思路..................................................................................................................6 1.4研究方法及主要创新点......................................................................................................8 1.4.1研究方法...................................................................................................................8 1.4.2可能的创新点...........................................................................................................9 第2章营销相关理论概述.............................................................................................................10 2.1相关概念概述....................................................................................................................10 2.1.1注意力经济.............................................................................................................10 2.1.2关键意见领袖（KOL）........................................................................................10 2.1.3网红经济与MCN...................................................................................................11 2.2相关理论概述....................................................................................................................11 2.2.14P营销理论.............................................................................................................11 2.2.24C营销理论............................................................................................................12 2.2.34S营销理论.............................................................................................................12 2.3相关分析工具概述............................................................................................................12 2.3.1SWOT分析.............................................................................................................12 2.3.2定位理论.................................................................................................................13 2.3.3波特五力模型.........................................................................................................13 第3章竖屏短视频发展概述.........................................................................................................14 3.1短视频APP发展历史......................................................................................................14 3.1.1国外短视频APP发展历史...................................................................................14 3.1.2我国短视频APP发展历史...................................................................................15 3.2竖屏短视频的分类............................................................................................................22 3.3竖屏短视频的特点.....................