Research On Marketing Strategy Of Z Company’s Short Video Products

In recent years,the Internet industry has witnessed rapid development and technological innovation.The explosion of the short video industry has completely integrated technology and entertainment online,and is increasingly becoming an integral part of people’s lives.Z Company,founded in 2012,has clearly defined the development direction of integrating artificial intelligence into the existing Internet scene.Z company’s short video product D is its most representative social software,which was officially released in September 2016.Its initial positioning is music recording,product users can select songs through the software,and add filters,built-in props,camera switch and other special effects,complete the15-second creative recording to produce their own works.In 2021,the Internet celebrity economy has become hot,and a large number of "we media" and "new media" creators want to get on the ride and flood into the short video creation industry.Such a trend has led to a number of short video platforms,which are increasingly effective in operation.Among them,Z company’s short video products,as a representative of the short video industry,have become a leader in the industry with the help of Z Company’s original membership,fan base and a large number of video creation resources,bringing huge economic benefits.With the help of the Internet platform,Z company’s short video products have captured the users’ love for original content by taking multiple measures,and quickly become a leader in the industry.In the network era of "content is king",although its marketing model is worth learning from the homogeneous platform,it still exposes many problems such as uneven content,single marketing channel and serious infringement.This paper analyzes the general situation and marketing status of Z company’s short video products and puts forward the existing problems in marketing.Using PEST theory,this paper analyzes the environment of short video industry from four aspects: politics,economy,society and technology.Then,porter’s five Forces model is used to study the competitive environment of Z company’s short video products from five aspects: entry barrier,threat of substitutes,buyer’s bargaining power,seller’s bargaining power and competition among existing competitors.Finally,4Ps marketing theory and 4Rs marketing theory are used to put forward the corresponding strategies for the existing marketing problems,and based on the strategies,put forward four guarantee measures: system guarantee,technology guarantee,talent guarantee and capital guarantee.