基于4V理论的抖音英语教育账号的传播策略探析.docVIP

基于4V理论的抖音英语教育账号的传播策略探析 摘 要 2017年至今，移动互联网行业内最热门的领域非短视频行业莫属。而目前抖音短视频APP的发展速度最为惊人。各类抖音账号正在使出浑身解数提高自己的用户黏度以及影响力。由此对于短视频以及抖音的研究越来越受重视，相关论文也与日俱增。 本文在此背景下基于4V理论探析抖音英语教育账号的传播策略。首先本文利用文献研究法，对4V理论以及5W理论进行阐述；随后对短视频行业以及抖音短视频现状进行了分析；其后借助5W理论，对抖音英语教育账号的传播现状进行了分析；随后对于现阶段存在的问题进行了细致的分析；最后利用4V理论并结合问卷调查结果，针对性地提出合理化传播策略。 本文认为抖音英语教育账号应该立足于差异化、功能弹性化、附加价值化以及共鸣化。在进行英语教育视频的创作时应设计差异化内容，并赋予其娱乐属性，善于利用抖音上的音乐素材，从而努力提高其账号的附加价值，丰富用户的学习体验。本文的研究一方面可以提高优质抖音英语教育账号的传播效率，一方面可以使抖音用户获得更加有趣且实用的英语教育视频内容，促进抖音英语教育的良性发展。 关键词：4V理论；抖音账号；传播策略 Abstract Since 2017, the most popular field in the mobile Internet industry is the must to be video industry. At present, the development of the Tiktok App is the fastest. There are plenty of accounts in he Tiktok App, which are making every effort to improve their user retention and influence. At the same time, researches on short video and Tiktok App have increased. In this context, this paper analyzes the communication strategy of the Tiktok App English education account based on the 4V theory. Firstly, the paper uses literature research methods to obtain relevant literature of 4V theory and 5W theory. Secondly, with the help of 5W theory, the article analyzes the current situation of the transmission of the English language education account, and then analyzes the problems existing at this stage. Lastly, the paper uses the 4v theory and the questionnaire results to propose a rationalized communication strategy. The Tiktok App English education account should be based on differentiation, functional flexibility, added value and resonance. In the creation of English education videos, we should design differentiated content, and give it entertainment attributes, and be good at using the music material on the Tiktok App, so as to strive to increase the added value of its account and enrich the users learning experience. On the one hand, the research of this paper can improve the communication efficiency of high-quality Tiktok App English education account. On the o