摘要
Z公司短视频产品市场营销策略研究
摘要
近年来，互联网行业迅速发展、科技创新日新月异。短视频行业的爆红彻底将科技
与娱乐在线上融为一体，并日渐在大家的生活中占据了不可或缺的地位。成立于2012
年的 Z公司，创立之初就明确了要将人工智能渗透到现有的互联网场景中的发展方向。
Z公司短视频产品 D是其最具代表性的一款社交软件，该产品于 2016年 9月正式发行。
其最初定位是音乐录制，产品使用者可以通过软件挑选歌曲，并添加滤镜、内载道具、
镜头切换等特效，完成 15秒的创意录制来产出自己的作品。2021年，网红经济成为热
门，大量自媒体及新媒体创作人想要搭上这个便车，涌入短视频创作行业。这样的趋势
成就了一众短视频平台，平台运行成效日益攀升。其中 Z公司短视频产品作为短视频
行业中的代表，借助于 Z公司原有产品的会员、粉丝基础和大量的视频创作资源，已
然成为行业中的佼佼者，为其带来巨大的经济效益。Z公司短视频产品借助互联网平台，
多措并举抓住了用户对原创内容的喜爱，并迅速在行业内处于领先。在“内容为王”的
网络时代，其营销模式虽然值得同质平台借鉴，但仍暴露出内容良莠不齐、营销渠道单
一、侵权问题严重等诸多问题。
本文通过对 Z公司及短视频产品的概况、市场营销现状做出分析，提出营销中存
在的问题。运用 PEST理论，从政治、经济、社会及技术四个方面分析短视频行业环境。
之后运用波特五力模型，从进入壁垒、替代品威胁、买方议价能力、卖方议价能力以及
现存竞争者之间的竞争五个方面研究 Z公司短视频产品竞争环境。最后采用 4Ps营销理
论和 4Rs营销理论，对存在的营销问题提出相应的策略并基于策略提出制度保障、技术
保障、人才保障和资金保障共四项保障措施。
关键词：Z公司；短视频产品；营销策略
I
ABSTRACT
RESEARCH ON MARKETING STRATEGY OF Z
COMPANY’S SHORT VIDEO PRODUCTS
ABSTRACT
In recent years, the Internet industry has witnessed rapid development and technological
innovation. The explosion of the short video industry has completely integrated technology
and entertainment online, and is increasingly becoming an integral part of people's lives. Z
Company, founded in 2012, has clearly defined the development direction of integrating
artificial intelligence into the existing Internet scene. Z company's short video product D is its
most representative social software, which was officially released in September 2016. Its
initial positioning is music recording, product users can select songs through the software,
and add filters, built-in props, camera switch andother special effects, complete the
15-second creative recording to produce their own works. In 2021, the Internet celebrity
economy has become hot, and a large number of "we media" and "new media" creators want
to get on the ride and flood into the short video creation industry. Such a trend has led to a
number of short video platforms, which are increasingly effective in operation. Among them,
Z company's short video products, as a representative of the short video industry, have
become a leader in the industry with the help of Z Company's original membership, fan base
and a large number of video creation resources, bringing huge economic benefits. With the
help of the Internet platform, Z company's short video products have captured the users' love
for original content by taking multiple measures, and quickly become a leader in the industry.
In the network era of "content is king", although its marketing model is worth learning from
the homogeneous platform, it still exposes many problems such as uneven content, single
marketing channel and serious infringement.
This paper analyzes the general situation and marketing status of Z company's short
video products and puts forward the existing problems in marketing. Using PEST theory, this
paper analyzes the environment of short video industry from four aspects: politics, economy,
society and technology. Then, porter's five Forces model is used to study the competitive
environment of Z company's short video products from five aspects: entry barrier, threat of
substitutes, buyer's bargaining power, seller's bargaining power and competition among
existing competitors. Finally, 4Ps marketing theory and 4Rs marketing theory are used to put
forward the corresponding strategies for the existing marketing problems, and based on the
III
华北水利水电大学硕士学位论文
strategies, put forward four guarantee measures: system guarantee, technology guarantee,
talent guarantee and capital guarantee.
KEY WORDS: Z Company；Short video products；Marketing strategy
IV