The Cultural Marketing Research Of "Li Ziqi" Douyin Short Video

In the context of accelerated development of Internet technology and industry,short video applications have developed rapidly and burst into life,with not only the emergence of such specialized short video application platforms such as Racer and Douyin,but also major websites and other platforms quickly following the short video field.Taking advantage of the rise of short video platforms,the self-publisher “Li Ziqi” has gradually developed into a big IP with international influence in the short video field,whose video content has a strong Chinese cultural color and presents a three-dimensional and vivid China to the world with a unique “idyllic style”.The video content has a strong Chinese cultural flavor,which has conveyed the culture of Chinese traditional agriculture,traditional food,traditional handicrafts,etc.,and has been highly evaluated at home and abroad,giving the international audience a new understanding of Chinese culture and a deeper understanding of it.The success of the douyin short video account “Li Ziqi” cultural marketing shows that the short video has the feasibility and effectiveness of spreading the culture from the media account,and provides a typical example of the douyin culture marketing for other self media accounts.The purpose of this paper is to construct an interpretive framework of cultural marketing,so as to explore the “Li Ziqi”Douyin short video how through cultural communication means to implement effective marketing activities.Firstly,from the perspective of marketing and communication,based on the SICAS social marketing model and Mary Pierce’s semiotic Trisection Theory,a 5 * 3 Dimension Cultural Marketing Interpretation Framework is constructed.Secondly,according to this framework,from five aspects,such as mutual perception,interest and interaction,connection and communication,purchase action,and feedback sharing,focusing on the expression,object and explanation items presented in the“Li Ziqi”Douyin short video,this paper expounds its cultural marketing strategy systematically,and extracts the cultural connotation of the short video marketing strategy of “Li Ziqi”.Again,through the analysis,it is found that the “Li Ziqi”short video marketing strategy still has some problems,such as the decrease of perception caused by shooting program,the limitation of interaction caused by the monotony of subject matter,the decrease of connection caused by account conversion,the decrease of purchase caused by less customer connection,and the decrease of sharing caused by less consumption conversion.And finally,to enhance the intensity of shooting innovation,increase the intensity of perception;to increase the variety of window products,stimulate consumer interaction;to broaden the channels of communication and Interaction,improve account conversion;to enhance the two-way interaction,increase interest in buying;to improve the overall cultural attributes,enhance the value of products and so on probes into how to make better use of cultural elements to solve the main problems existing in the existing marketing activities.This paper attempts to give a theoretical contribution to the study of Short Video Culture Marketing,and at the same time for the “Li Ziqi”short video its marketing value and future development to provide advice.