Research On The Marketing Strategy Of Short Video Platform For HA Beauty Drinks Of F Company

With the rise of the beauty economy and the upgrading of the health concept of the people in recent years,consumers’ cognition and consumption concept of nutricosmetics products are also changing accordingly.To meet the market swing,F company launched a self-developed HA(Hyaluronic Acid)beauty drinks product for end consumers after the policy on the application of HA food is released in 2021.At the same time,with the popularity of short video platforms such as Douyin and Kuaishou in recent years,short video marketing has gradually become the mainstream marketing model under the digital background.How should F company improve its short video marketing ability is a problem that needs to be focused on and solved at this moment.From the perspective of consumers’ purchase intention,this paper conducts research on the marketing of F company’s HA beauty drink on the Douyin short video platform.Firstly,using PEST and other tools to analyze the internal and external environment of F company and its marketing status.It is found that the core problem of F Company is that consumers’ overall perception and evaluation of its marketing on the Douyin platform is relatively low,which greatly affects consumers’ willingness to purchase.Secondly,combing SOR model and relevant literature,a questionnaire survey was conducted on the existing consumers.Then,using Smart PLS4 software to analyze and explore the main factors that affect its Douyin marketing.The results show that consumers’ purchase intention is significantly positively affected by consumers’ hedonic and utilitarian attitudes,and the core influencing factors were further excavated.Finally,based these core factors,a targeted and suggested marketing strategy is proposed.And,the strategy will be assigned to departments and implemented in stages and steps to ensure smooth completion.This article provides new thinking and puts forward a short video platform marketing strategy for the goal of F company to increase sales and market share,helping F company to maintain its competitiveness in nutricosmetics market.