| With the acceleration of the aging process of society,the problem of the elderly has gradually become the focus of public attention.In recent years,reports on the issue of the elderly have mostly focused on the negative side.As the elderly group in the new media era,they have also shown their enthusiasm to continuously integrate into the new era and eliminate the digital divide.Faced with the rise of new communication methods represented by Douyin short videos,the audience's media usage and consumption habits have also undergone corresponding changes.The increase in the number of users has brought about the weakening of the traffic dividend of the Douyin short video platform.As a new creative group,the elderly content creators have gradually attracted the attention of the audience.Some elderly pioneers enjoy the bonus of creation on Douyin platform and become a new generation of elderly online celebrity.In this paper,the elderly online celebrity short video on Douyin platform is taken as the research contents,and text analysis method,content analysis method,case study method,participant observation method,interview method are used to analyze the short video marketing strategies of the elderly online celebrity,and find out the reasons and methods for the success of the elderly online celebrity.Through the marketing strategy analysis of14 "top" elderly online celebrity accounts,this study found that there are mainly individual and team operation modes in the creation subject;In the content marketing,the elderly online celebrity pay attention to digging personal characteristics;In terms of user operation,it focuses on establishing communication and continuous interaction with fans in a young way.In terms of channel operation,it also fully integrates multi-channel platforms to expand communication channels.In terms of the realization mode,it pays attention to the realization mode of Douyin platform to create a unique personal brand.At the same time,the author found that the rise of elderly online celebrity has brought a strong positive effect for the elderly,the society and the elderly economy,and is conducive to the development of the market dividend brought by the elderly group.However,there are also some problems in the marketing methods of the elderly online celebrity :In the content creation,it tends to be homogenized gradually,and the entertainment is strong;In the channel marketing,the lack of integrated marketing ability,commercial transformation power is insufficient;In terms of user operation,the age circle of the target population of elderly online celebrity is too narrow,and it cannot effectively reach the elderly population.In view of the above online celebrity short video marketing problems for the elderly,the author puts forward the corresponding solutions from the perspective of 4I marketing theory.Based on the principle of individuation,the elderly online celebrity should pay attention to explore their personal characteristics and expand their own influence;Based on the interesting principle,elderly online celebrity should pay attention to content innovation,grasp the characteristics of each platform,and carry out personalized marketing;Based on the principle of interest,the elderly online celebrity can increase their own added value by creating personal IP.Based on the principle of interactivity,elderly online celebrity should strengthen the interaction with fans,link online and offline channels,and improve their own recognition. |
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