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谢伏瞻
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李培林
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    2019年中国移动短视频发展报告

    摘要

    本文从概况、聚焦、问题及趋势四个部分对2019年中国移动短视频行业进行研究。总体来看,2019年短视频用户市场保持增长;商业化全面加速;两超多强格局趋稳,“抖快”博弈升级;内容增速放缓,走向多元有序。聚焦行业内部,三个特点突出:一是内容电商崛起;二是平台整体下沉;三是本土Vlog兴起。2019年在短视频发展中,MCN机构小散零碎、虚火过旺,高度商业化下虚假广告、数据造假等问题,损害了行业的发展。展望2020年,围绕内容电商展开系统建设将成为商业重心,专业化、精细化的内容将释放更大价值。

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    Abstract

    This paper studies China’s short-video in the mobile internet era in 2019 from four parts,including overview,focus,problems and trends. Overall,in 2019,the short-video user market maintained growth;the commercialization accelerated in an all-round way;the platform competitive landscape was stabilizing and the game of DOU and KUAI was upgrading;the content growth slowed down and moved in a diversified and order direction. Focusing on the industry,there were three distinct features:the abrupt rise of content e-commerce,the overall sinking of the user market,the grow-up of local Vlog. However,scattered and fragmented MCNs which were in false prosperity,and the problems of false advertising and data fraud under the highly commercialization damaged the development of short video industry in 2019. Looking forward to 2020,systematic construction around short- video e-commerce will become the focus of business,and specialized and refined content on targeted markets will release greater value.

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    作者简介
    于烜:于烜,博士,北京电视台高级编辑,研究方向为视听新媒体研究、媒体融合、影视传播。
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