An Analysis Of The Video Marketing Strategy And Mode Of Domestic E-Commerce Platform

With the popularization and development of the domestic E-commerce platform,the competitive pattern of the oligopoly business and the vertical E-commerce is initially established.In the state,where users face diversed goods and the mass commodity is full,the traditional display and pciture advertising is out of time.It has been very difficult for them to attract new users and traffic,with market competition for E-commerce being upgraded to a new stage-content.The popularity of 4G networks and WIFI coverage of the upgrade,so that more users began to use the mobile side for shopping and video viewing,especially live,short videos and other new Internet video products under the outbreak,making E-commerce platforms turn their attention to video marketing.In this paper,by taking B2C integrated e-commerce platform,a typical representative of JD.com as a case,the video marketing strategy is divided into three categories to analyze,as well as to explore the JD.com in the context of the power of the characteristics of video marketing.On the basis of E-commerce industry marketing practice,five video marketing models("mobile+" model,"video websites+" model,"live video+"model,"celebrity+" model,"social media+" model)are concluded in current domestic E-commerce platforms.Based on current situation of the video marketing and Internet practice in China,strengths and weaknesses of each model have also been analyzed and concluded in this article.