Research On The Marketing Strategy Of A Company's L Short Video E-commerce

With the continuous landing of the Internet and 5G technology applications,the short video e-commerce industry has been booming.With rich and lively content,rhythmic pictures and clips,short videos penetrate the fragmented time of people's daily life all the time and become a new giant social traffic pool.More and more users learn about product information through short videos and conduct comprehensive comparisons between products.Choose a suitable field,set up an account,and make videos of products in related fields to realize product promotion and marketing through short videos.The combination of short video and scene marketing can build a visual consumption scene for users,complete the conversion from user to consumer,and realize traffic monetization.With the liberalization of my country's two-child and three-child policy,the number of new born populations will continue to grow in the future.The dividend of the newborn population and the continuous consumption of middle-aged children are undoubtedly a huge opportunity for the maternal and child industry.The post-90 s and post-95 s generations of maternal and infant products are the main force of current Internet information and consumption,and most of their consumption decisions will be affected by this information.The combination of maternal and child products and short video ecommerce marketing is undoubtedly one of the ways to quickly obtain traffic,and it also has a very large potential for monetization.Company A is a diversified group enterprise integrating short video live broadcast,vertical e-commerce,and content marketing.The L account is a short video account of company A's maternal and child products.Relying on the strong content production capabilities of Company A,the L account successfully increased its followers and realized the first stage of e-commerce traffic monetization.However,with the increasing number of participants in the short video e-commerce industry and the increasingly fierce competition in the industry,L accounts have encountered bottlenecks in terms of fan growth and sales growth.This article takes the L account of company A as the research object,based on the above background,uses literature analysis and case analysis,combined with the PEST macro environment model,Porter's five forces model,STP positioning theory and 4C marketing theory.The problem and the direction of future improvement are analyzed.Combined with the market questionnaire survey,it was found that the problem with the L account is that the consumer positioning is not comprehensive enough,its needs are not fully satisfied,the consumer purchase costs cannot be fully matched,the account promotion channels are not diversified,the user communication is not timely,and there is no component community communication,After-sales service is not perfect.In response to the above problems,the market segmentation,selection and positioning have been re-planned to meet the needs of consumers,while enriching vertical products for mothers and babies,while optimizing and extending the product structure,optimizing product selection and reducing consumer non-monetary costs,creating a community and timely Communication,emotional resonance,expansion of multi-platform marketing,and establishment of comprehensive after-sales service.