| In the context of the widespread use of new media technology,short videos are active on various social media platforms with rich entertainment content,fast dissemination speed,strong social skills,and innovative communication modes,and are deeply loved by the people,with a constantly expanding user base.At present,the short video industry is a gathering place for online traffic,so short video marketing has become a popular marketing model.In the past three years of the epidemic,due to limited wholesale logistics and transportation of agricultural products,many traditional agricultural product enterprises have shifted from offline wholesale sales to online retail models,and short video marketing has undoubtedly become an important marketing approach.How traditional agricultural product enterprises combine their own characteristics to develop short video marketing plans for agricultural products,ultimately expanding the visibility of agricultural products,enhancing the added value of agricultural products,and enhancing the core competitiveness of enterprises has become a key issue.JTY Company is a traditional agricultural company that produces and sells seasonal agricultural products after contracting rural land.The main marketing method is traditional wholesale sales,supplemented by short video marketing of Tiktok.Due to the company’s recent involvement in short video platform sales,there are still many problems and deficiencies in short video marketing.This article analyzes the published short video content and finds that the company’s short video marketing effect is not optimistic.Further,guided by the 4V marketing theory,a survey questionnaire is designed to investigate and analyze the current marketing strategy status of JTY company’s short video marketing in four aspects:differentiation,functionalization,added value,and resonance;On the basis of drawing on the research results of domestic and foreign short video marketing models and strategies;After sorting out,it was found that JTY Company currently has problems with short video marketing strategies,such as lack of differentiation,lack of functionality,low added value,and low brand resonance.In the favorable environment of short video marketing carried out by the company,this article segmented the market,selected target markets,and positioned the market well.Finally,based on the actual situation of JTY Company,this article proposes optimization strategies suitable for JTY Company’s short video marketing,such as highlighting product differences,enriching marketing content,providing innovative services,and establishing a distinctive brand image,as well as talents who implement short video marketing strategies Guarantee measures for customer service and new product development.This article starts from the actual situation of JTY Company,a traditional agricultural product enterprise,and borrows research tools such as 4V marketing theory and STP theory to innovatively propose short video marketing optimization strategies that meet the needs of target market consumers.It fully utilizes the favorable conditions of short video marketing and the company’s own advantages to help the company solve the problems in expanding marketing channels,enhance the core competitiveness of the enterprise,and bring more benefits to the enterprise,And provide inspiration for other companies in the same industry in terms of short video marketing strategies. |
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