| With the rise of live channels and short video channels in online video marketing,brands have chosen them as the innovative transformation direction of online marketing channels.In the process of turning to the field of online video marketing,some special agricultural and livestock product brands in Inner Mongolia have experienced poor and ineffective marketing results.Therefore,it is important to find out the crux of online video marketing for Inner Mongolia’s special agricultural and livestock product brands and propose optimized countermeasures.First of all,this thesis defines the "sales channel subject" of the network marketing strategy design as the network video marketing channel,based on theories such as relationship marketing and network soft marketing,combined with existing literature,the influencing factors of the network video marketing of special agricultural and livestock product brands,from the "brand subject The analysis is conducted from two perspectives:"brand subject" and "consumer subject".The influencing factors from the brand perspective are: word-of-mouth awareness,capital of the company,main agricultural and livestock products category,platform selection,team composition,marketing content design,etc.The influencing factors from the consumer perspective are: brand perception,platform perception,quality perception,value perception,emotional perception,etc.Secondly,from the brand perspective,this thesis selects five representative Inner Mongolia special agricultural and livestock product brands for in-depth study,and uses them as representatives to analyse the overall development status of the current online video marketing of Inner Mongolia special agricultural and livestock product brands;then from the consumer perspective,the respondents’ perception factors of online video marketing are investigated through questionnaires.After synthesising the findings from the perspective of the two influencing factors,the main problems of the current online video marketing of Inner Mongolia’s special agricultural and livestock products brands are introduced and countermeasures for optimisation are proposed.The existing problems include: vague positioning of main products,lack of personalised advantageous products;inappropriate marketing platforms,lack of reasonable channel layout;little targeted research in the early stage,ignoring consumer brand awareness;single old marketing content,lack of refined marketing process;rigid dynamic resource allocation,lack of sufficient funding supply;insufficient professional talent support,lack of long-term marketing planning,etc.Optimisation measures are as follows: clarify the main product positioning,prioritise the marketing of advantageous products;reasonably match the platform plan,build the optimal marketing channel network;increase the preliminary research,pay attention to consumer brand awareness;innovate the brand marketing content,refine the whole marketing process;dynamically adjust the resource allocation,ensure the supply of marketing funds;absorb and train professional talents,develop a long-term marketing route.This thesis studies the current situation of online video marketing for Inner Mongolia’s special agricultural and livestock product brands and puts forward optimisation measures and suggestions,with a view to providing theoretical and practical guidance for the transformation and upgrading of local special agricultural and livestock product brand marketing,establishing reputation,broadening sales channels and developing the regional agricultural economy. |
