Research On The Communication Strategy Of Douyin E-commerce Short Video Advertisements

Douyin as a new content business,it brings a new shopping logic: consumers do not need to take the initiative to search,algorithm can tap potential demand,and can directly push the corresponding merchandise to the consumer's browsing interface in the form of video.The traditional e-commerce "people looking for goods" has gradually evolved into "people looking for goods" based on big data and algorithm technology.Short video advertising,as an important carrier of Douyin,has become an important window for consumers to understand and buy goods.Based on the relevant materials of advertising and communication,marketing and sociology,according to the classic theoretical model Adil function analysis model in sociology,the first stage of short video advertising communication strategy is divided into the preparation stage focusing on adapting to the environment and clarifying the goal,and the implementation stage of integrating the function and maintaining the stable mode is regarded as the second stage of short video advertising communication strategy Stage.Then combined with the effect data of advertising communication,this paper discusses the advantages and disadvantages of the current communication strategy,and finally puts forward some improvement suggestions for the development of short video advertising in the future.In the second chapter of the preparatory stage,this paper discusses their respective environment from the platform,advertisers and users,analyzes their respective goals,and thinks that advertising communication strategy as a whole,its goal is the result of the tripartite interest game,which means that the ultimate goal of advertising communication strategy is to improve the effective reach of advertising to consumers.Therefore,in the third chapter,the author introduces the research of persuasion in Hough's land as a study of consumers,and then through the three specific measures of establishing cognitive,strengthening emotion and facilitating action,summarizes a reliable and complete method of Douyin's short video advertising communication strategy.Starting from the fourth chapter,this paper mainly discusses the advantages and disadvantages of the current communication strategy in combination with specific advertising cases and advertising production and delivery data.The last chapter is the summary and reflection of the Douyin short video advertising communication.