《旅游新媒体营销》课件——初识短视频.pptx

旅游新媒体营销TourismNewMediaMarketing

初识短视频Gettingtoknowshortvideosforthefirsttime6.1.2

短视频概述Overviewofshortvideos1目录短视频的特点Characteristicsofshortvideos2短视频平台的商业生态Businessecologyofshortvideoplatforms3

短视频概述Overviewofshortvideos11

短视频概述Overviewofshortvideos中国互联网网络信息中心发布《第50次中国互联网发展状况统计报告》ChinaInternetNetworkInformationCenterReleases50thStatisticalReportonInternetDevelopmentinChina来源：中国互联网络发展状况统计调查2022.6单位：万人

短视频概述Overviewofshortvideos来源：中国互联网络发展状况统计调查2022.6单位：万人网络视（含短视频）频用户规模为9.95亿，占整体网民的94.6%ThenumberofInternetvideo(includingshortvideo)userswas995million,accountingfor94.6%oftheoverallInternetusers.短视频用户规模为9.62亿，占整体网民的91.5%Thesizeofshortvideousersis962million,accountingfor91.5%ofoverallInternetusers.

短视频行业市场格局已初步形成Shortvideoindustrymarketlandscapehasbeeninitiallyformed《2021中国网络视听发展研究报告》ResearchReportontheDevelopmentofOnlineAudiovisualinChina,2021短视频概述Overviewofshortvideos

短视频行业市场格局已初步形成Shortvideoindustrymarketlandscapehasbeeninitiallyformed《2021中国网络视听发展研究报告》ResearchReportontheDevelopmentofOnlineAudiovisualinChina,2021短视频概述Overviewofshortvideos

占据超过一半市场的第一梯队被抖音短视频和快手占据。Thefirsttier,whichaccountsformorethanhalfofthemarket,isoccupiedbyJitterbugshortvideosandRacer.占据接近三分之一市场的第二梯队竞争激烈，包括西瓜视频、微视等。Thesecondtier,whichoccupiesclosetoone-thirdofthemarket,isfiercelycompetitiveandincludesWatermelonVideo,Weishiandothers.第三梯队包括好看视频等。Thethirdtierincludesgood-lookingvideosandothers.短视频概述Overviewofshortvideos

各大短视频平台扩展海外市场领域MajorShortVideoPlatformsExpandOverseasMarketSegments短视频概述Overviewofshortvideos

2022年7月抖音及海外版TikTok在全球AppStore和GooglePlay吸金超过2.9亿美元，是去年同期的1.7倍，蝉联全球移动应用（非游戏）收入榜冠军JitterbuganditsoverseasversionTikTokdrewmorethan$29