Research On Short Video Marketing Strategy Of Junlebao Dairy

The popularity of intelligent devices has changed the way people access information and daily life.Short video has entered the public’s vision with rapid development,and gradually become the main form of daily entertainment for people.Through the short video platform,the public can record their lives and express their opinions.It is precisely because the number of users of such short videos has increased significantly,which has greatly promoted the development of the short video impact model,and also provided a new direction for the transformation and reform of various industries.That is,through the short video platform,profound changes have been brought in product marketing and brand promotion.Many physical enterprises have begun to try online marketing models,gradually shifting from traditional marketing models to short video marketing models,improving brand communication,occupying market share,improving customer satisfaction,and obtaining new development opportunities in the highly competitive market.This article takes Junlebao Dairy as the research object.Firstly,it summarizes the relevant theories of short video marketing at home and abroad,aiming to understand the current development of short video marketing and summarize the shortcomings of current research.Secondly,it analyzes the overview of Junlebao and the current situation of short video marketing in the dairy industry(mainly Mengniu and Yili).At the same time,the current situation of Junlebao’s short video marketing is analyzed through SICAS.Thirdly,it analyzes the problems existing in Junlebao’s short video marketing.The SICAS model is mainly used to evaluate the short video marketing quality of Junlebao,and the corresponding questions are obtained based on the final score.At the same time,it points out the strategic direction that Junlebao should choose for its short video marketing.Finally,based on the problems existing in Junlebao’s short video marketing strategy,the corresponding strategies were formulated.For dairy enterprises,in the new media era,if they continue to rely solely on traditional marketing strategies,they will inevitably be eliminated by the flood of the era.However,if they can effectively use short video marketing and integrate into the marketing environment in the new media era,they can advance boldly.This study provides a reference for the development of short video marketing in Junlebao Dairy Industry,as well as certain reference significance for other enterprises in the same industry.