Research On The Short Video Marketing Strategy Of Tik Tok Community Of Company G

With the continuous development of Internet and information technology,new media marketing has entered the core area of enterprise marketing.2021,the size of China’s mobile Internet users exceeded 1.15 billion,and such a number of users and expansion trend provides a stable traffic base for traditional enterprises to turn to new media marketing.Among them,the size of short video users has 975 million people by the end of 2021,and the trend of continuous growth.New media features such as fun and interactivity make users more receptive to new media marketing.The arrival of the 5G era and the use of big data have boosted the rapid development of the short-form video industry,and many traditional enterprises can open up more markets through short-form video and other new media marketing methods.When the target customers are end consumers,it is necessary to conduct an in-depth study on traditional enterprise short video marketing if we want to create marketing activities more efficiently in the changing environment and concept.This study takes Company G as an example,research short video marketing in G’s Tik Tok community.G is a stationery supplier that creates a fashionable stationery life and provides comprehensive services,dedicated to the design,development,manufacture and sales of various stationery brands and office supplies.This is a company with strong creative design,young users,fast category update,good product quality,and traditional paper-based.In order to better new media marketing,company G chose to carry out short video marketing in Tik Tok community,the marketing data is not ideal,how to improve the effect of short video marketing urgently needs to be solved.Combining the five factors of the human-centered Smart Internet Consumer Behavior Model(SICAS model)and the new 4C principle,which users feedback and follow in the consumption process in the digital information era,and based on the analysis of Company G’s Tik Tok user profile,short video data and existing strategies,we found that its marketing of short videos in the Tik Tok community has problems of lack of brand perception,insufficient content creativity,lack of placement skills,poor interactive experience,and neglect of sharing guidance.By sorting out the indicators that fit with G’s short video marketing,adopting Bourdieu’s social practice theory to classify the indicators into symbolic capital,cultural capital,social capital,and economic capital,and incorporating QCA technology for qualitative comparative analysis,the capital combination path of G’s short video on Tik Tok is derived.Finally,under the framework of SICAS model,with the reference of Bourdieu’s social practice theory and the new 4C principle,five strategies are proposed for the marketing of short video of Tik Tok community of Company G: brand symbolic capital marketing,emotional creative customized marketing,KOL advertising implantation marketing,scene immersion experience marketing,and multi-channel cooperative marketing.According to the marketing strategy proposed for Company G’s Tik Tok short video,we put forward guarantee measures from four aspects: converting traditional thinking,innovating marketing concept,attaching importance to talent training,improving team management,improving organizational structure,providing financial guarantee,creating account system,and guaranteeing multiple channels to ensure the effective implementation of marketing strategy in the enterprise.This thesis closely links the field and symbolic capital in Bourdieu’s social practice theory,the new 4C Principle and the latest SICAS model of consumer behavior in the digital era,and finally constructs a SICAS model for Tik Tok short video marketing in line with company G.It provides suggestions and improvement strategies for the stationery company’s Tik Tok short video marketing,which also provides reference and practical value for other companies.