在短視頻流量持續(xù)井噴的當(dāng)下，濟(jì)南企業(yè)如何借助這一媒介實(shí)現(xiàn)高效推廣，成為提升品牌影響力與市場(chǎng)競(jìng)爭(zhēng)力的關(guān)鍵課題。作為歷史文化名城與區(qū)域性經(jīng)濟(jì)中心，濟(jì)南擁有獨(dú)特的產(chǎn)業(yè)優(yōu)勢(shì)與文化底蘊(yùn)，企業(yè)在短視頻推廣中，需立足本地特色，結(jié)合短視頻平臺(tái)傳播規(guī)律，從多個(gè)維度精準(zhǔn)發(fā)力，打造具有地域特色與傳播力的短視頻內(nèi)容，實(shí)現(xiàn)破圈傳播。?
In the current era of continuous surge in short video traffic, how Jinan enterprises can use this medium to achieve efficient promotion has become a key issue in enhancing brand influence and market competitiveness. As a historical and cultural city and regional economic center, Jinan has unique industrial advantages and cultural heritage. In short video promotion, enterprises need to base themselves on local characteristics, combine with the dissemination rules of short video platforms, and make precise efforts from multiple dimensions to create short video content with regional characteristics and dissemination power, achieving breakthrough dissemination. ?
一、精準(zhǔn)定位目標(biāo)受眾，定制個(gè)性化內(nèi)容?
1、 Accurately targeting the target audience and customizing personalized content
剖析本地與外地受眾差異?
Analyze the differences between local and non local audiences
濟(jì)南企業(yè)的目標(biāo)受眾既包括本地消費(fèi)者，也涵蓋外地潛在客戶。對(duì)于本地受眾，可圍繞濟(jì)南人的生活習(xí)慣、消費(fèi)偏好與文化共鳴點(diǎn)創(chuàng)作內(nèi)容。例如，濟(jì)南本地餐飲企業(yè)在短視頻中融入濟(jì)南方言、本地美食文化故事，像介紹把子肉的制作工藝時(shí)，搭配老濟(jì)南街頭巷尾的場(chǎng)景，能迅速拉近與本地消費(fèi)者的距離。而針對(duì)外地受眾，則突出濟(jì)南特色與企業(yè)產(chǎn)品或服務(wù)的獨(dú)特吸引力，如文旅企業(yè)在短視頻中展現(xiàn)趵突泉、大明湖等標(biāo)志性景點(diǎn)，結(jié)合企業(yè)推出的特色旅游線路，吸引外地游客前來(lái)體驗(yàn)。?
The target audience of Jinan enterprises includes both local consumers and potential customers from other regions. For local audiences, content can be created around the lifestyle habits, consumption preferences, and cultural resonance points of Jinan people. For example, local catering companies in Jinan can incorporate Jinan dialect and local food culture stories into short videos, such as introducing the production process of pork belly and pairing it with scenes from the streets and alleys of old Jinan, which can quickly bring them closer to local consumers. For non local audiences, the unique attraction of Jinan's characteristics and enterprise products or services is highlighted. For example, cultural and tourism enterprises showcase iconic attractions such as Baotu Spring and Daming Lake in short videos, combined with the characteristic tourism routes launched by the enterprises, to attract non local tourists to come and experience. ?
細(xì)分受眾需求與興趣?
Segmenting audience needs and interests
根據(jù)不同行業(yè)與產(chǎn)品特性，進(jìn)一步細(xì)分受眾群體。濟(jì)南的教育培訓(xùn)機(jī)構(gòu)可針對(duì)學(xué)生、家長(zhǎng)、職場(chǎng)人士等不同受眾，制作差異化內(nèi)容。面向?qū)W生的短視頻以趣味知識(shí)講解、學(xué)習(xí)方法分享為主；面向家長(zhǎng)的內(nèi)容聚焦教育政策解讀、孩子成長(zhǎng)規(guī)劃；針對(duì)職場(chǎng)人士則推出職業(yè)技能提升課程介紹。通過(guò)精準(zhǔn)定位受眾需求與興趣，創(chuàng)作貼合其關(guān)注點(diǎn)的短視頻，提高內(nèi)容的吸引力與轉(zhuǎn)化率。?
Further segment the audience based on different industries and product characteristics. Education and training institutions in Jinan can produce differentiated content for different audiences such as students, parents, and professionals. Short videos for students mainly focus on interesting knowledge explanations and sharing of learning methods; Content for parents focuses on interpreting educational policies and planning for children's growth; Introduce vocational skills improvement courses for professionals in the workplace. By accurately targeting the audience's needs and interests, creating short videos that fit their focus, and improving the attractiveness and conversion rate of the content. ?
二、挖掘濟(jì)南特色元素，打造地域化內(nèi)容?
2、 Explore the unique elements of Jinan and create localized content
融入泉水文化與城市景觀?
Integrating Spring Water Culture and Urban Landscape
泉水是濟(jì)南的靈魂，企業(yè)可將泉水元素深度融入短視頻創(chuàng)作。例如，濟(jì)南的飲品企業(yè)在短視頻中展示以泉水為原料的生產(chǎn)過(guò)程，強(qiáng)調(diào)水源的獨(dú)特性與品質(zhì)優(yōu)勢(shì)；家居企業(yè)以泉水景觀為背景，拍攝產(chǎn)品展示視頻，營(yíng)造自然、清新的品牌氛圍。同時(shí)，利用濟(jì)南的城市景觀如千佛山、解放閣等作為拍攝場(chǎng)景，增強(qiáng)視頻的地域辨識(shí)度。像某服裝品牌在短視頻中，模特身著新品漫步在黑虎泉畔，將時(shí)尚與泉城美景相結(jié)合，吸引大量用戶關(guān)注與分享。?
Spring water is the soul of Jinan, and companies can deeply integrate spring water elements into short video creation. For example, beverage companies in Jinan showcase their production process using spring water as raw material in short videos, emphasizing the uniqueness and quality advantages of the water source; Home furnishing companies shoot product display videos against the backdrop of spring water landscapes to create a natural and fresh brand atmosphere. At the same time, utilizing the urban landscapes of Jinan, such as Qianfo Mountain and Jiefang Pavilion, as shooting scenes, enhances the regional recognition of the video. Like a clothing brand in a short video, models dressed in new products stroll by the Black Tiger Spring, combining fashion with the beautiful scenery of the spring city, attracting a large number of users' attention and sharing. ?
結(jié)合本地產(chǎn)業(yè)與民俗文化?
Combining local industries with folk culture
濟(jì)南的特色產(chǎn)業(yè)與民俗文化是寶貴的創(chuàng)作資源。章丘的鐵鍋制造企業(yè)可通過(guò)短視頻展示傳統(tǒng)打鐵工藝，講述匠人故事，展現(xiàn)非遺文化魅力；平陰的玫瑰產(chǎn)業(yè)企業(yè)，在短視頻中呈現(xiàn)玫瑰種植、采摘、加工過(guò)程，結(jié)合玫瑰文化節(jié)等活動(dòng)，推廣玫瑰產(chǎn)品。此外，濟(jì)南的民俗文化如濟(jì)南剪紙、魯繡等，也可成為企業(yè)短視頻的創(chuàng)意來(lái)源，通過(guò)展示民俗技藝與企業(yè)產(chǎn)品的融合，賦予品牌文化內(nèi)涵，提升品牌附加值。?
Jinan's characteristic industries and folk culture are valuable creative resources. Zhangqiu's iron pot manufacturing enterprise can showcase traditional ironmaking techniques through short videos, tell the stories of craftsmen, and showcase the charm of intangible cultural heritage; The rose industry enterprise in Pingyin presents the process of rose planting, harvesting, and processing in short videos, and promotes rose products in conjunction with activities such as the Rose Culture Festival. In addition, the folk culture of Jinan, such as Paper Cuttings and Lu embroidery, can also become the creative source of enterprise short videos. By demonstrating the integration of folk art and enterprise products, it can give brand cultural connotation and enhance brand added value. ?
三、善用短視頻平臺(tái)特性，提升傳播效果?
3、 Make good use of the characteristics of short video platforms to enhance dissemination effectiveness
把握平臺(tái)流量推薦機(jī)制?
Grasp the platform traffic recommendation mechanism
不同短視頻平臺(tái)的流量推薦機(jī)制各有特點(diǎn)，濟(jì)南企業(yè)需深入了解并針對(duì)性運(yùn)營(yíng)。在抖音平臺(tái)，熱門(mén)話題、挑戰(zhàn)賽是獲取流量的重要途徑，企業(yè)可結(jié)合濟(jì)南本地?zé)狳c(diǎn)事件或自身產(chǎn)品特色，發(fā)起或參與相關(guān)話題與挑戰(zhàn)賽。例如，濟(jì)南某商場(chǎng)在抖音發(fā)起 “泉城時(shí)尚穿搭挑戰(zhàn)賽”，鼓勵(lì)用戶上傳在商場(chǎng)購(gòu)物后的穿搭視頻，吸引大量用戶參與，有效提升商場(chǎng)知名度。而在視頻號(hào)平臺(tái)，依托微信社交關(guān)系鏈，企業(yè)可通過(guò)朋友圈分享、社群傳播擴(kuò)大視頻覆蓋面，注重內(nèi)容的社交屬性與情感共鳴，提高用戶主動(dòng)分享意愿。?
The traffic recommendation mechanisms of different short video platforms have their own characteristics, and Jinan enterprises need to have a deep understanding and targeted operation. On the Tiktok platform, hot topics and challenges are important ways to obtain traffic. Enterprises can launch or participate in relevant topics and challenges in combination with local hot events in Jinan or their own product features. For example, a mall in Jinan launched the "Quancheng Fashion Style Challenge" in Tiktok, encouraging users to upload their clothing videos after shopping in the mall, attracting a large number of users to participate, and effectively improving the popularity of the mall. On the video account platform, relying on the WeChat social relationship chain, enterprises can expand the coverage of videos through sharing on social circles and community dissemination, pay attention to the social attributes and emotional resonance of content, and increase users' willingness to actively share. ?

創(chuàng)新視頻形式與互動(dòng)玩法?
Innovative video formats and interactive gameplay
為吸引用戶注意力，濟(jì)南企業(yè)需不斷創(chuàng)新短視頻形式。除了常見(jiàn)的產(chǎn)品展示、劇情演繹，還可嘗試直播帶貨、虛擬主播、VR 全景展示等形式。例如，濟(jì)南的文旅景區(qū)利用 VR 全景技術(shù)，制作短視頻讓用戶在線體驗(yàn)景區(qū)風(fēng)光，激發(fā)游客實(shí)地游覽的興趣。同時(shí)，增加視頻的互動(dòng)性，設(shè)置投票、問(wèn)答、抽獎(jiǎng)等環(huán)節(jié)，引導(dǎo)用戶參與。如濟(jì)南的一家食品企業(yè)在短視頻中發(fā)起 “你最喜歡的濟(jì)南小吃” 投票活動(dòng)，并為參與投票的用戶提供產(chǎn)品優(yōu)惠券，提高用戶參與度與品牌好感度。?
To attract users' attention, Jinan enterprises need to constantly innovate short video formats. In addition to common product displays and plot performances, you can also try live streaming sales, virtual anchors, VR panoramic displays, and other forms. For example, the cultural and tourism scenic spots in Jinan utilize VR panoramic technology to produce short videos for users to experience the scenery of the scenic spots online, stimulating tourists' interest in on-site visits. At the same time, increase the interactivity of the video, set up voting, Q&A, lottery and other activities to guide users to participate. A food company in Jinan launched a "Your Favorite Jinan Snack" voting campaign in a short video and provided product coupons to participating users to increase user engagement and brand favorability. ?
四、開(kāi)展多元化合作推廣，擴(kuò)大傳播范圍?
4、 Carry out diversified cooperation promotion and expand the scope of dissemination
與本地達(dá)人及網(wǎng)紅合作?
Collaborate with local influencers and internet celebrities
濟(jì)南本地?fù)碛斜姸嘤杏绊懥Φ倪_(dá)人與網(wǎng)紅，企業(yè)與其合作能快速打開(kāi)市場(chǎng)。根據(jù)企業(yè)產(chǎn)品或服務(wù)類(lèi)型，選擇匹配的達(dá)人進(jìn)行合作。美食企業(yè)可與美食探店達(dá)人合作，邀請(qǐng)其品嘗并推薦產(chǎn)品；美妝企業(yè)與美妝博主合作，展示產(chǎn)品使用效果。例如，濟(jì)南的一家老字號(hào)糕點(diǎn)店與本地美食達(dá)人合作，達(dá)人在短視頻中詳細(xì)介紹糕點(diǎn)的制作工藝與口感，引發(fā)大量用戶關(guān)注，店鋪銷(xiāo)量大幅增長(zhǎng)。通過(guò)達(dá)人的粉絲基礎(chǔ)與影響力，企業(yè)能夠快速觸達(dá)目標(biāo)受眾，提升品牌知名度。?
Jinan has numerous influential influencers and internet celebrities, and collaborating with them can quickly open up the market. Select matching experts for collaboration based on the type of enterprise product or service. Food companies can collaborate with food exploration experts, inviting them to taste and recommend products; Beauty companies collaborate with beauty bloggers to showcase the effectiveness of their products. For example, a time-honored pastry shop in Jinan collaborated with local food experts. The experts detailed the production process and taste of pastries in short videos, which attracted a large number of users' attention and led to a significant increase in store sales. By leveraging the fan base and influence of influencers, companies can quickly reach their target audience and enhance brand awareness. ?
聯(lián)動(dòng)本地企業(yè)與機(jī)構(gòu)?
Linking local enterprises and institutions
濟(jì)南企業(yè)之間可開(kāi)展聯(lián)動(dòng)推廣，實(shí)現(xiàn)資源共享、優(yōu)勢(shì)互補(bǔ)。例如，濟(jì)南的旅游企業(yè)與酒店、餐飲企業(yè)合作，推出 “濟(jì)南旅游套餐”，并通過(guò)短視頻進(jìn)行聯(lián)合推廣，在視頻中互相推薦，擴(kuò)大各自的客戶群體。此外，企業(yè)還可與本地政府機(jī)構(gòu)、行業(yè)協(xié)會(huì)合作，參與政府組織的宣傳活動(dòng)，借助官方渠道提升品牌公信力與傳播力。如濟(jì)南的文化企業(yè)參與政府舉辦的 “泉城文化宣傳周” 活動(dòng)，通過(guò)短視頻展示企業(yè)文化成果，獲得官方平臺(tái)的宣傳推廣，提升企業(yè)影響力。
Jinan enterprises can carry out collaborative promotion to achieve resource sharing and complementary advantages. For example, tourism companies in Jinan cooperate with hotels and catering enterprises to launch "Jinan Tourism Packages" and promote them through short videos, recommending each other in the videos to expand their respective customer groups. In addition, enterprises can also cooperate with local government agencies and industry associations, participate in government organized promotional activities, and enhance brand credibility and dissemination through official channels. Cultural enterprises in Jinan participate in the government's "Spring City Culture Promotion Week" event, showcasing their cultural achievements through short videos, gaining official platform promotion, and enhancing their corporate influence.

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