Study On The Short Video Promotion Management Of Xiao Mei Barbecue Restaurant

With the vigorous development of mobile Internet,self-media has become an important channel for people to obtain information in their lives.In the process of self-media development,short video has emerged suddenly.With its characteristics of fast transmission and strong interaction,it is consistent with the fast-paced behavior and habits of the current society,resulting in a sharp increase in the size of short video users,and short video has quickly become a mobile Internet New means of promotion under the economy.Compared with promotional methods that rely on traditional media,short video production has a low threshold,strong social attributes,low cost,and high spread rate.Short video promotion has attracted more and more attention from catering companies.The Xiao Mei barbecue restaurant in this article is a local specialty catering enterprise in Jilin City.After years of development,it has gained a certain reputation in Jilin.With the development of the times,enterprises have been unable to adapt to the changes in the current market environment using traditional marketing strategies.During the operation process,there have been problems such as a decrease in passenger flow and profits less.Occasionally,Xiao Mei barbecue restaurant produced a short video advertisement,which was put on the online platform,the store customer flow increased,and sales also increased to a certain extent.In response to this phenomenon,this article takes Xiao Mei barbecue restaurant short video promotion strategy as the research object,firstly the author arranges the relevant literature of short-video promotion,uses target marketing theory,7P service marketing theory,"4I principle",and takes "5W" model as the theory Framework,put forward the definition of short video promotion connotation,construct a short video promotion theoretical model,and provide a theoretical basis for the short video promotion of Xiao Mei barbecue restaurant.Secondly,the author combined with the current actual operating conditions of Xiao Mei barbecue restaurant,a questionnaire survey was used to analyze the marketing opportunities of Xiao Mei barbecue restaurant,including market environment analysis and customer consumption behavior analysis,to explore and identify customer needs of Xiao Mei barbecue restaurant and expand customers demand.Thirdly,the author combined with the marketing strategy of Xiao Mei barbecue restaurant and short video promotion strategy,accurate positioning is the cause of the current market dilemma.Finally,according to the pain points of Xiao Mei barbecue restaurant in marketing and short video promotion,it repositioned its target market,and comprehensively updated and optimized the short video promotion strategy of Xiao Mei barbecue restaurant,gave suggestions for improvement,so that Xiao Mei barbecue restaurant could get rid of the current marketing crisis,effectively increase profitability,and provide references for similar companies to solve similar problems.