4HC证券公司基于目标群体的短视频印象管理对策分析....30
4.1目标群体的分类及短视频对策研究........31
4.1.1针对交易型短视频用户的对策......31
4.1.2针对流失型短视频用户的对策......33
4.1.3针对娱乐型短视频用户的对策......38
4.2短视频印象管理的其他对策.......41
4.2.1电商直播..........41
4.2.2短视频内部运营制度.......42
4.3短视频平台之间数据对比.........43
4.3.1数据对比..........43
4.3.2平台选择..........45
5短视频印象管理的实施保障.....47
5.1人力保障.........47
5.2风险控制保障............47
6总结与展望............49
6.1总结.............49
6.2展望.............50
致谢...........52
主要参考文献............53
附录.............56
关于证券投资及短视频使用情况的问卷调查.......56
原创性声明..........58
II
摘要
随着我国金融市场的稳定发展，国内证券公司之间的竞争也越来越激烈，面
临越来越多样化的市场环境，证券公司如果还是使用传统媒体对目标群体实施印
象管理将会非常被动。互联网时代下，新媒体运营已经成为国内优秀企业的必备
工具，其中短视频平台作为时下最热门，互动性最强的新媒体工具，所以转战短
视频运营势在必行。作为国内第一批互联网金融试点单位的HC证券公司，当下
在短视频运营上正面临着发布的短视频表现形式单一，互动率低，互动性差，内
容分散，没有针对性等问题。
本文基于短视频运营及印象管理的相关理论，通过调查问卷收集投资者以及
短视频用户数据进行对比，确定了HC证券公司实施印象管理的动机，最终选取
三类目标群体，他们分别是交易型短视频用户、流失型短视频用户以及娱乐型短
视频用户。针对这三类目标群体研究出实施印象管理的对策方法：一是以小课堂
形式提供更专业的知识与服务；二是将短视频中关注度最高的元素加入到企业发
布的短视频当中，重拾短视频用户对证券公司以及金融板块的关注；三是加大对
企业参加扶贫项目及公益事业的宣传，提升企业形象；四是将投资故事编辑成心
灵鸡汤以微电影的形式发布，增加公司话题度以及曝光率。除了以上几点，HC
证券公司还应加入电商直播元素，定期向投资者开展证券知识培训、市场研判、
邀请财经大V嘉宾做客、投资者问题解答等内容与投资者以及短视频用户建立长
期良好的互动机制，获得市场信任，通过短视频渠道引流增加自身客户体量，树
立积极正面的良好企业形象，与社会热门话题及监管动态接轨借由相关自律组织
以及监管单位公信力提高自身关注度。最后本文通过对快手、抖音两大短视频平
台进行数据对比分析，抖音短视频APP凭借规模大、流量多、社交性强、未来潜
力大的特点被选定为HC证券公司拟发布作品平台。
关键词：证券公司，企业形象，印象管理，短视频运营，抖音。
分类号：F272
III
Summary
With the steady development of Chinese financial market, the competition among domestic
securities companies is becoming more and more fierce and facing an increasingly diversified
market environment. If securities companies still use traditional media to implement impression
management on target groups, they will be very passive. In the Internet era, new media operation
has become a necessary tool for outstanding domestic enterprises, among which, short video
platform is the most popular and most interactive new media tool at present, so it is imperative to
switch to short video operation. HC Securities firm, as one of the first pilot units of Internet
finance in China, is currently facing problems in short video operation, such as single form of
short video, low interaction rate, poor interactivity, scattered content and no pertinence.
Based on short video operation and the relevant theories of impression management,
investors, and short video user data collected through questionnaire to determine the HC securities
firm implementation of impression management motive, ultimately selected three kinds of target
groups, they are transactional short video users, erosion type short video users and recreational
short video. In view of these three target groups, the countermeasures to implement impression
management are studied: one is to provide more professional knowledge and services in the form
of small classes; The second is to add the most popular elements in short videos to the short videos
released by enterprises, so as to regain the attention of short video users to securities companies
and the financial sector; The third is to increase the publicity of enterprises to participate in
poverty alleviation projects and public welfare undertakings, improve the corporate image; Fourth,
edit the investment story into chicken soup for the soul and release it in the form of micro film to
increase the company's topic and exposure rate. In addition to the above points, HC securities firm
should also join the electricity live elements, securities to investors on a regular basis to carry out
knowledge training, market analysis, invite finance big V guests, investors and problem solutions
such as content and short video users to establish a long-term good interactive mechanism, to gain
market trust, drainage through a short video channel to increase their customer dimension,
Establish a positive and positive good corporate image, in line with social hot topics and
regulatory trends throughthe credibility ofthe relevant self-regulatory organizationsand
regulatory units to improve their own attention. Finally, through data comparison and analysis of
kuaishou short video and Tik Tok, Tik Tok was selected as the platform for HC Securities to
release works due to its large scale, high traffic, strong social interaction and great future potential.
Key words:Securities Company,Corporate Image,Impression Management,Short Video
Operation,Tik Tok.
Classification number：F272
IV