海底捞抖音短视频市场传播策略探析
Analysis on the Communication Strategy of the Short-Sound Video Market in Haidilao

互联网尤其是移动互联网的兴起给商家的营销传播策略带来了重要影响。抖音于2016年上线，截至2018年底，它仅仅用了2年左右的时间日活用户就突破2.5亿，成为国内排名前列的短视频社交平台行，一些商家看到了机会，利用这一平台的优势，宣传和推广自己的品牌和商品并大获成功，其中一个典型案例就是“海底捞”，它借助抖音，成为热门的“网红”餐厅。本文分析和总结海底捞在抖音平台的市场传播策略，为企业和商家利用抖音平台进行品牌传播提供一定的参考和借鉴。
The rise of the Internet, especially the mobile Internet, has brought important influence on the marketing communication strategy of the merchants. TikTok was launched in 2016. By the end of 2018, it only took about 2 years to reach 250 million daily users, becoming the top short video so-cial platform in China. Some merchants saw the opportunity to take advantage of this platform, to publicize and promote their own brands and commodities, and succeeded. One of the typical cases is “Haidilao”, which has become a popular \"net red\" restaurant with the help of TikTok. This paper analyzes and summarizes the market communication strategy of Haidilao in the vibrato platform, and provides some reference and guidance for enterprises and merchants to use the vibrato plat-form for brand communication.