移动互联网的迅速发展, 使得媒体环境发生了深刻的变革, 用户接受新闻资讯的习惯从一开始的文字到现在的短视频阅读,新闻资讯短视频的出现成为新闻媒体行业的利器｡ 本文以“梨视频”为例, 对梨视频的运营模式的内容特征､ 用户黏性､ 品牌推广等方面进行研究, 同时对目前“梨视频APP”运营中呈现的优劣势进行分析总结, 以期对新闻资讯短视频平台未来的发展提出相应的建议｡
With the rapid development of mobile Internet, the media environment has undergone profound changes. Users habit of receiving news and information has changed from the initial text to the current short video reading. The emergence of short video news and information has become a sharp weapon in the news media industry. Under the background of Internet + and Artificial Intelligence + , users consumption habits and news production models will also change greatly. Therefore, it is urgent to further explore the development of news-information short video platforms and explore more optimized development strategies. Firstly, this paper makes an analysis of the current situation of the whole news and information short video platform. Secondly, taking Pear Video as an example, this paper studies the content characteristics, user stickiness, brand positioning, profit-making mode of its operation mode, at the same time, it analyzes and summarizes the difficulties faced in the current operation of Pear Video and the advantages and disadvantages presented. Finally, the short video platform for news information should insist on content as the king, introduce advanced technology and original content; strengthen brand marketing, improve its own platform construction; find a profit model suitable for the platform itself, improve business transformation, expand revenue in other fields; improve copyright protection, Identify the issue of copyright ownership; actively cooperate with traditional media to achieve complementary recommendations.