Research On Marketing Model And Strategy Of "Short Video +"

Since the popularity of short video in 2018,because of its entertainment and topic,people have gradually accepted and are willing to use such fragmented and low threshold communication forms,The scale of short video users is growing rapidly to seize the market data;Under the support of data capital,short video is mainly a platform for users to have fun at the beginning of its birth,But with his popularity,its commercial value gradually revealed;Also,with the "short video +" integrated marketing model proposed,The marketing mode of "short video +" has become popular and attracted market attention.This paper aims to analyze the integrated marketing mode of "short video +",and sort out some rules and methods,It can also guide more enterprises to realize the innovative marketing mode of "short video +brand marketing","short video + e-commerce","short video + knowledge payment";And based on 4C marketing theory,this paper analyzes the marketing strategy of "short video +",which provides some reference for advertisers to use short video for marketing,Finally,the paper puts forward the corresponding optimization suggestions for the problems in the short video marketing environment,which provides some reference for the construction of the sustainable development of the domestic short video industry in the future.This paper uses literature analysis and case analysis as the main research methods,mainly from five aspects.The first part mainly introduces the background of the topic and the related research.The second part mainly analyzes the marketing advantages of "short video +" from two aspects: channel advantage and content advantage.The third part analyzes three popular marketing modes of "short video +" :one is the mode of "short video + brand marketing" which uses the characteristics and playing methods of short video to expand brand awareness;the other is the mode of "short video + e-commerce" which uses short video to introduce traffic and drive sales in e-commerce market under the background of increasingly mature online shopping market;the third is to meet the needs of people The "short video + knowledge payment" mode led by PGC content payment and short video Q&A community is born from their growing cultural demand.The fourth part analyzes the marketing strategy of "short video +" based on 4C marketing theory,The short video marketing is targeted at the target consumers,And reduce the input cost at three levels: consumer,content and platform,It is convenient for consumers in terms of operation and reception,And through the high frequency + strong interactive network red effect to communicate with consumers,to establish emotional ties.The fifth part analyzes the current problems of short video marketing: one is the poor quality of UGC content marketing,the phenomenon of serious homogeneity of content;Second,the "information cocoon room" problem is increasingly serious,reduce the scope of marketing;Third,in the short video marketing environment dominated by web celebrity effect,some "topic web celebrity" brings negative social effect.In view of these problems,the author also puts forward corresponding optimization Suggestions.Firstly,it is necessary to improve the content creativity and quality,secondly,it is necessary to improve the algorithm recommendation mechanism of short video marketing,and finally,it is necessary to strengthen KOL supervision and raise the threshold of entry to create a pure short video marketing environment...