Research On Short Video Marketing Strategy Of Taekwondo Pra Ctitioners Based On 3V Model

The technological development of the mobile Internet has supported the application of mobile short video,and the span of video to short video has ushered in a new round of technological innovation integrating information dissemination and marketing.The display form of short videos not only meets the social needs of audiences in leisure and entertainment,information acquisition,health preservation,aesthetics,social networking and other aspects,but also provides new ideas for the taekwondo industry and taekwondo practitioners to broaden their marketing path.How to combine the advantages of the industry to implement a strategy suitable for taekwondo short video marketing should be an important topic for taekwondo practitioners to consider.Starting from the new marketing environment under the background of new media,the author uses the literature method,non-participation observation method,case analysis method and text analysis method,and on the basis of defining relevant marketing concepts,he sorts out the development process of marketing related to the taekwondo industry in recent years,and the marketing issues involved in the process.This paper sorted out the development process of marketing related to the taekwondo industry in recent years,and the marketing issues involved in the process;Based on the "3V model",the "behavior-goal" of each link is consistent,and the complete process of short video marketing for taekwondo practitioners is sorted out:market research,video planning,video content production,channel distribution,user operation,and traffic monetization;The "head accounts" were screened out in the Douyin account,and its marketing strategy in the six steps of the marketing process was analyzed as a case study,providing reference for short video marketing in related industries.In Douyin,using taekwondo as the keyword,four "head accounts" were screened out from the traffic pool,and through the combing and analysis of various research materials,data and various part of the problems,this study learned:1.In terms of market research,the value customer strategy selected by the "head account" : according to the algorithm of the Douyin platform,the target audience is first determined,and the young group under the age of 40 is selected;Expand the age group of the audience,which also includes people aged 40 and above;Select a time period with sufficient traffic to publish the video,focusing on the audience that watches the video from 18:00 to 22:00.2.In terms of video planning,the "head account" selects the strategy of value proposition: the construction of different video vertical categories leads to differentiation;Differentiating by selecting different video tags;Reconstructing different video hotspots leads to differentiation.3.The strategy used by the "head account" to implement the value proposition in the production of video content: the on-camera personnel in the operation entity carry out uniqueness;The content story line in the operation theme is differentiated and constructed;Composition differentiation in visual symbols;The sound elements in auditory symbols are composed differently.4.In terms of channel distribution,the strategy adopted by the "head account" to lay the value network: In addition to the distribution on the Douyin platform,the head account bloggers also link with We Chat,Weibo,and Xiaohongshu to create a media matrix and broaden video distribution channels.5.In terms of user operation,the "head account" consolidates the strategy adopted by the value network: through various forms of copywriting interaction,comment area interaction,private domain circulation interaction and other ways to recruit,retain,promote revitalization,and convert users.6.In terms of traffic monetization,the "head account" uses the strategy to obtain the benefits of the value network: mainly through patch advertising,product windows,e-commerce platforms,live streaming monetization,etc.to achieve the purpose of traffic conversion.However,there are still some problems that need to be improved in marketing strategies: lack of professional operators,poor quality of short videos,poor connection between online and offline,fragmentation of video values,and lack of innovation.In view of the above problems,corresponding optimization suggestions are put forward: semi-colon operation for the target audience,full application of information in practice,comprehensive grasp of video construction,strengthening resource integration,in-depth guidance of fan functions,conversion to professional business,etc.,in order to break the shackles of short video marketing and develop into "super head account" marketing.