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打印：此海报宽48英寸高36英寸。设计用于在大幅面打印机上打印。自定义内容：此海报中的占位符为您的内容设置了格式。您可在占位符处进行键入来添加文本，也可以单击图标来添加表格、图表、SmartArt图形、图片或多媒体文件。要在文本中添加或删除项目符号，只需单击“开始”选项卡上的“项目符号”按钮。如果您需要更多占位符来放置标题、内容或正文文本，只需复制您需要的部分并将其拖动到适当位置。PowerPoint的智能向导会帮助您将其与其他内容对齐。要使用您自己的图片替换我们的图片？没问题！只需右键单击图片并选择“更改图片”。调整图片大小时，请拖动图片一角来保持图片的高宽比。ResearchofShortVideoCommunicationStrategyandEffect——YiTiaoTVasanexample王乙婷2017020731职业技术教育BACKGROUNDSincethefirstintroductionofonlinevideostoChinain2004,suchcapitalforcesasventurecapitalhasextensivelyandprofoundlyinfluencedtheonlinevideoindustry.Asaresult,theindustrydevelopsrapidlyandwatchingormakingonlinevideosbecomesamajorwayofrecreationforChinesenetizens.AccordingtoCNNIC's38thChinaInternetDevelopmentStatisticalReport,therehadbeen513milliononlinevideousersinChina,withanonlinevideousagerateof72.4%.Thefewstudiesinthecurrentacademiccirclemostlyfocusonshortvideoplatforms,shortvideoadvertisements,microvideosormicrofilms,andonanalyzingthebusinessmodelandoperationstrategyofnewmediaenterprisesaccordingtomanagementandmarketingtheories.Therearehardlyanyliteraturesaboutthecommunicationstrategyandeffectstudyofcontent-orientedshortvideos,sofillingthatgapistheinnovativepointofthispaper.PURPOSE•Inrecentyears,thenumberofshortvideocompanyshowedaclearrisingtrend.Howtomakechoicesaccordingtoitscharacteristicandcorrectlyintheprocessofselectingdistributionchannelmodels,hasbecomethekeyproblemtobediscussed.“YiTiao”cancaptureusers'attention,realizethefunctionoftheircontenttransmissionandvaluedelivery,andcreatecommercialvalueforprofit.Whatisuniqueaboutitscommunicationstrategyandeffectiveness?•Basedontheresearch,thepaperislookingforwardtoprovideamoreobjectivepointofviewforthecommunityandindustry,andprovidecertainreferencesignificanceforthesurvivalanddevelopmentofthesamekindofshortvideocompany.METHODS•Literatureresearchmethod•ThroughcollectingalargenumberofdataontheInternet,andmakeasummaryoftheexistingliterature,wecangetabetterunderstandingabouttheresearchachievementsofthisfield.Andtheseachievementsshouldbeusedforreference,applicationandinnovation.Afterselected“YiTiaoastheresearchobject,thispaperexaminedjournalarticlesanddissertationsbasedonChinesedatabaseCNKI,using“shortvideo”,“communicationeffects”,”YiTiao”asthethemeforretrieval.Furthermore,Iwenttothelibrarytocollectknowledgeaboutcommunicationstrategy.•Caseanalysismethod•Thispaperchoose“YiTiaoasthestudycase,discussesitscommunicationstrategyanditseffectunderthenewmediaera,andmakesasummarizesaboutit.CONCLUSION•Theultimatepurposeofallcommunicationactivitiesistocreategoodcommunicationeffect.•ByanalyzingthedevelopmentstatusofYitiaoandstudyingitscommunicationeffect,thispaperdiscussesthedevelopmentcourseofshortvideoenterpriseswithaviewtoprovidingpracticalreferenceforrelevantnewmediaenterprisestoadopttheiroperationstrategyandmakinghumblecontributiontothecommunicationandfuturedevelopmentofshortvideos.RESULT•Thecharacteristicofitscommunicationstrategy,namelytheGatekeepingnatureofcommunicationsubject.•Suchcharacteristicismanifested:inhighlyunifiedcontent,consistentproductionstandards,accurateuserpositioning,principleofsegmentedcommunication,multiplecommunicationchannelsandthelinkageofmediaplatforms.•Theemergenceof“YiTiaocreatesalifeofnoentertainment,nofuninChinashortvideo.•Withrichcontents,conciseandhumorouswords,YiTiaomakesiteasierforaudiencestoknowwhattheyareinterestedin.