摘要
随着互联网尤其是移动互联网技术与产品的飞速发展，移动端平台如手机、
平板已经占据消费者一半以上的用户时长，这一方面意味着技术的发展为内容的
传播带来了极大的便利而另一方面同样意味着，传统的用户传播渠道及传播方法
论正在逐渐失去其不可替代性。截止2020年，我国互联网网民超过9亿，其中移
动互联网网民超过8.97亿，包括社交及信息分发等层出不穷的移动端APP正在成
为信息传播的主渠道，信息渠道及内容的变化对企业市场营销的影响已经显而易
见。在传统媒体时代，市场营销关注4Ps(产品、促销、渠道、及价格)，而在移动
互联网时代，以用户为核心、建立长久链接及关系、保持高频触点及接触点有效
等正逐渐成为衡量营销转化的有力指标。与此同时，营销方法论的发展也逐渐从
单一方法论体系如4P、4C、4R及4I向整合营销及数字营销发展，其中整合营销
理论IMC是本文的营销理论框架主要借鉴的营销方法论。
本文以字节跳动旗下抖音短视频平台为研究对象，综述国内新媒体整合营销
策略研究后，从传播效能及营销环境进行整合营销分析，分析其优劣势、宏观及
微观环境、竞争及市场环境等。从消费者中心策略、品牌定位与品牌形象策略、
长期关系与回应消费者需求策略、合理回报策略、长期品牌价值整合营销策略及
长期驱动策略六个方面按照IMC整合营销五步法并结合传统营销方法论进行短视
频平台的营销策略分析。最终提出一套具有一定创新价值的新媒体整合营销传播
策略指导书，以求为需要通过新媒体渠道进行整合营销的移动互联网公司以借鉴。
关键词：字节跳动，短视频，抖音，新媒体，整合营销
I

Abstract
With the significant growth of the Internet technology, especially mobile Internet
technology and skills, mobile platforms such as mobile phones and tablets have
accounted for more than half of consumers' users. This phenomenon means that
traditional users' communication channels and communication methodology is losing its
irreplaceability. By 2020, China's Internet users are more than 900 million, of which
more than 897 million are mobile Internet users. Mobile Apps, including social and
information distribution and other emerging mobile APP is becoming the main channel
of information dissemination. In the traditional media era, marketing focus on
products, prices, channels, and promotions. But in the mobile Internet era, users as the
core, establish long-term links and relationships, keeping high-frequency contacts and
contact points effective is gradually becoming a powerful indicator of marketing. At the
same time, the development of marketing methodology is gradually from a single metho
dology system such as 4P, 4C, 4R and 4I to Integrated marketing and Digital marketing.
The integrated marketing theory which called IMC is the main reference of this essay's
marketing framework and marketing methodology.
This paper takes one of the most popular short video platform, TikTok, as the
research object.Make the summarization of the integrated marketing strategy and learn
the
transmission
capacity
and
marketing
environment
about
integrated
marketing. Analysis of its competition and market environment, macro and micro
environment. Personally I try to analyse this from consumer center strategy, Brand
positioning and Brand image strategy, long-term relationship and demand strategy
which response to consumer , the strategy of reasonable return.The strategies are
analyzed according to IMC's integrated marketing framework and combined with
traditional marketing methodology. And at the final stage,hopefully we could make a
set of innovative value of the new media channels integrated marketing communication
strategy guidance.
Key words：ByteDance,short video,TikTok,TMT,IMC
II

目录
第一章绪论.....................................................................................................................1
1.1研究背景和意义...................................................................................................1
1.1.1研究背景.........................................................................................................1
1.1.2研究意义.........................................................................................................2
1.2研究内容及方法...................................................................................................4
1.2.1研究内容及思路............................................................................................4
1.2.2研究方法........................................................................................................5
第二章理论综述.............................................................................................................7
2.1新媒体、短视频、抖音.......................................................................................7
2.1.1新媒体传播综述 .........................................................................................7
2.1.2短视频欧亿·体育（中国）有限公司....................................................................................................7
2.1.3抖音短视频平台............................................................................................8
2.2整合营销相关理论模型和分析工具....................................................................9
2.2.1STP市场细分与定位理论.............................................................................9
2.2.2IMC整合营销理论.........................................................................................9
2.2.34PS营销理论...............................................................................................10
2.2.44CS营销理论...............................................................................................11
2.2.54RS营销理论..............................................................................................11
第三章抖音短视频平台发展现状...............................................................................12
3.1抖音短视频平台业务简介..................................................................................12
3.2抖音短视频平台推荐算法简介..........................................................................12
3.3抖音短视频平台业务拓展及商业变现的问题..................................................13
第四章抖音短视频平台市场营销环境分析及SWOT分析.........................................15
4.1抖音短视频平台市场营销环境分析..................................................................15
4.1.1宏观环境分析.............................................................................................15
4.1.2微观环境分析.............................................................................................19
4.2抖音短视频平台SWOT分析................................................................................24
4.2.1优势分析.......................................................................................................24
4.2.2劣势分析.......................................................................................................25
4.2.3机会分析.......................................................................................................28
4.2.4威胁分析.......................................................................................................30
III
。。。以下略