Douyin Secondary Communication Strategy Research Of Company B

Affected by the COVID-19 epidemic,digital trend is more obvious,more and more enterprises have started or are trying to use new media for marketing promotion.What new media aims to convey is a decentralized idea of information communication,which can be used and disseminated by more people,contributing to more open discussion and better social interaction.Douyin is a short video platform designed for young people based on music ideas.It now has 150 million users and more than 400 million daily activities.As long as the content is attractive enough,the split propagation speed is very fast.On the other hand,the cost of communication is very low.If the content is well produced in the early stage,the marginal cost of communication in the later stage is almost zero.Then,how to use Douyin platform to carry out short video marketing has become an important issue for many companies to think about.B company,a well-known stationery manufacturer,is no exception and chooses douyin platform for marketing promotion.This paper takes B Company as the research object to explore the secondary transmission mechanism of its Douyin short video,so as to provide countermeasures and Suggestions for better marketing of Douyin short video.Based on literature review and qualitative research,this paper extracted four main characteristics of douyin short video content,namely,interestingness,inspirational,practicality and interactivity.We take these four characteristics as independent variables,secondary communication willingness as dependent variables,brand affection and resonance as mediating variables,creativity and professionalism of video production as moderator variables,construct an initial conceptual model and propose relevant research hypotheses.Then,through a questionnaire survey of new media followers of B Company,the data were sorted out and SPSS 22.0 and AMOS 24.0 were used for data analysis and hypothesis testing.The findings:The main effect of douyin video content on secondary transmission is significant.The content features of Douyin video have indirect effects on secondary communication through brand preference;The content features of douyin video have an indirect effect on secondary transmission through resonance.The creativity of video content production moderates the influence of some content features of Douyin audio video on resonance.The creativity and professionalism of video content production moderates the influence of some content features of Douyin audio and video on brand preference.Based on the above findings,this paper proposes corresponding marketing strategies of Douyin video for Company B,which basically include: Interesting strategy;Inspirational strategy;Practical strategies;Interactive strategy;Creative strategy;Professional strategy;Audience based marketing strategy.This study not only has important guiding significance for Company B’s Douyin video marketing,but also has certain enlightenment for other companies to carry out short video marketing.