Research On Marketing Strategy Of TY Coffee Short Portrait Video In The Era Of Mobile Internet

With the comprehensive development and coverage of domestic 4G network,the number of viewing users of various portrait short video apps has exploded since2018,and more and more businesses and enterprises have begun to pay attention to and arrange portrait short video marketing.According to data from June 2019,the number of short video-related users in China has reached 759 million.Compared with the end of 2018,the number has increased by 33.91 million,accounting for 88.8percent of the total Internet users,an increase of 14.9 percent in just half a year.Among them,the number of short video users reached 648 million,accounting for75.8% of the total Internet users and 76.5% of the total mobile Internet users.Thus,the number of people who watch short videos today is very large.With the further increase of the penetration rate of smart phones in China and the coming of 5G era,this data will continue to grow in the future.This paper reviews the development history of short video and integrates the related concepts of short video.Taking portrait short video as an important sub-system of short video,this paper sorts out relevant concepts and marketing development trends.Video has always been filmed and distributed in the standard proportion of horizontal screen,but portrait screen started to rise because it was more in line with people's mobile viewing habits.Where the user is,the enterprise marketing must be.TY coffee,the original brand,has hundreds of stores across the country,including large supermarkets and comprehensive shops.However,with the rapid development of short video marketing,TY coffee's network marketing did not take advantage of this wind,short video layout has some deficiencies and deficiencies.There are two main purposes of this research,the first is to study the portrait short video marketing strategy;The second is to study how to conduct effective portrait short video marketing for TY coffee in the era of mobile Internet.In this paper,taking portrait short video marketing as the research object,combined with the theory,practice and questionnaire results,how to develop short video marketing strategy for enterprises is systematically sorted out.On this basis,combining with the relative vertical screen short video marketing success stories,from the perspectives of users,content and platform,summarized a set of scientific theory and methodology,to theenterprise in the vertical screen short video marketing provide effective policy guidance,realize to cash flow from offline to online drainage,help TY coffee making short video marketing optimization strategy,puts forward Suggestions with reference and enlightenment.