A Study On The Factors Based On Users' Individualized Needs And Influencing The Scene Marketing Of Short Video

This paper,mainly relying on the study of Tik Tok marketing cases and based on the data of questionnaire and the results of in-depth interviews,is intended to put forward through in-depth research and analysis of the model of scene marketing of short videos the profound revelation that people is the key to the scene,and individual preferences are magnified through the Internet decentralization,as a result,the convenient flow of network information has led to the rebuilt interpersonal relationships in the virtual world and gave rise to various clusters based on which social stratification is refined,which is a positive sign of social progress.While short video marketing is now in the profit-making period,its marketing model and commercial realization is still in the initial stage.The author excepts to a)identify the import factors of trust relationship at all levels and the internal and external factors of short video users by means of One-way ANOVA and Correlation Analysis,b)locate the trigger points where different scenarios are shaped by contents,and c)dissect internal relationship among brands,products and users,so as to provide certain theoretical basis for the marketing model of short videos to be updated.