Research On Video Blog(VLOG) Marketing Strategy Based On 4C Theory

In 2017,it was praised by many media as the first year of development of the short video industry,because in this year,short video seems to become the main form of netizens' access to information and entertainment.The "2017-2018 China Short-Video Industry Trends and User Behavior Research Report" released by iMedia Research Consulting also pointed out that in the next few years,with the continuous flow of traffic monetization channels and the increasing quality of content creation,short video marketing will be gradually optimistic,more business investment will also tilt the short video,it is expected that in the next one to two years,the market size of short video will exceed 30 billion.VLOG(short for"Video Blog",translated into"????"in Chinese)as an emerging short video content form,has been praised by many media as the next"window"in the short video era.It is praised as the"first year of VLOG development"in China in 2018.According to a survey by the famous American entertainment weekly magazine Variety,the youth group is six times more concerned about VLOG creators than traditional stars.In the past year,many creators have achieved their own branding by continuously exporting VLOG content,and realized their own marketing;Nike,Apple,GoPro,Puma,BOSE,Dyson,DJI,OPPO,etc.brands have also used VLOG for product marketing,and have achieved good results...With the continuous cultivation of content creators,the participation of stars with huge traffic,and the continuous efforts of various platforms,the popularity of VLOG has been greatly enhanced.And it become a new territory for marketing.VLOG has been risen in the country since 2017,and after a year or so of precipitation in 2018,many aspects have shown obvious unified marketing strategy,and because the development of VLOG marketing is based on the satisfaction of the needs of consumers,This coincides with the core starting point of The Marketing Theory of 4Cs.Therefore,this article chooses 4Cs marketing theory as the main theoretical support,and studies the marketing strategy based on the development history and current situation of VLOG.Through Content Analysis,Case Analysis methods,comprehensive use of journalism,Marketing,Sociology and other discipline theories,based on the perspective of 4Cs marketing theory,from the four perspectives of consumer,cost,convenience and communication on the VLOG marketing strategy In-depth analysis: 1.VLOG creators have KOL characteristics,can become a bridge between brands and consumers,and its vertical segmentation strongly meets the needs of consumers' differentiation;2.The low-cost investment of consumers,creators and platforms also contributes to the further achievement of its marketing;3.The multi-distribution of the platform and the fragmentation of the presentation form greatly facilitate the reception of consumers;4.The implicitly implanted communication method combined with the “high frequency” and "interactive" strategies have further catered to the new marketing trends in the new era of the Internet.In addition,according to the shortcomings of VLOG marketing status,further optimization strategies are proposed: 1.Constructing consumer portraits and improving marketing accuracy;2.Creative optimization of content;3.Introducing MCN channel mode,through “platform + channel” "driven to realize marketing;4.Achieve the balance between personal expression and business elements in communication.The optimization strategy is proposed to serve as a reference for future VLOG marketing practices.