Research On Narration And Marketing Strategy Of Mainstream Media Short Video E-Commerce

The policy and realistic background of deep media integration and socialist market economy require mainstream media to break the single revenue model in the past and explore the innovative path of diversified commercial cooperation and advertising operation.Under the boom of live streaming,the platform economy is unstoppable,and the combination of media and e-commerce model is a business transformation method worth exploring.The operation practice and marketing strategy of the Tik Tok account “CCTV Mall” have strong reference value for similar media.In this paper,I take the short videos of "CCTV Mall" Tik Tok account as a research sample,set up a research category to sort out the sample based on the application of narrative theory in video advertising research,and analyze the content characteristics of the case in three levels: narrative theme,narrative mode and narrative language.Secondly,I examine the effects of the cases in combination with the analysis categories and analyze the main factors affecting the communication and realization effects.Based on the content characteristics and effects of the case study,and with the perspective of 4V marketing theory,this paper summarizes the short video e-commerce marketing strategy of "CCTV Mall" on three levels: content,audience and communication.It is found that the content strategy of repetitive topic show and front and back landscape merging under the emotional framework helps the account establish official identity and build a personalized image;the audience strategy of official interaction,product symbols and building a common space helps the account form ritual interaction and identity recognition;the communication strategy of short video + live fusion and building and differentiated operation channel matrix helps the account convey brand image.The marketing strategy adopted by the account conforms to the marketing elements of differentiation,added value and resonance in the 4V theory,but lacks a functional elasticity strategy.Finally,this paper puts forward several reflective suggestions on mainstream media short video e-commerce operation practices based on specific analysis,including accessing platform logic to achieve traffic closure,weakening emotional bundling to optimize demand docking,and avoiding persona slippage to balance media publicness.