Research On Brand Communication Strategy Of Short Video Social Platform In Sinking Market

Sinking market is a new type of market form with the development of China's economy,the Internet dividend in first-tier and second-tier cities is no longer there,and enterprises are developing a new market form in the process of transferring from first-tier and second-tier cities to third-tier and lower-tier cities.As an important aspect of the development of China's consumer market,its development has high research value.As the rigid demand of mobile Internet users in sinking market,it is particularly important to study the development of social network.Short video is a new form of social communication that has become popular in recent years.Different from the previous short video social communication based on pictures and texts,short video can meet the social needs of users more widely and further narrow the digital gap on the Internet.This study starts with the development of the sinking market and the characteristics of differentiation.Through the analysis of the development and characteristics of the mobile social platform and short video social platform in the sinking market,taking Kuai Shou as an example.This article studies the brand communication of the short video social platform in the sinking market from four aspects:positioning strategy、information strategy、touch point strategy and tool strategy.For the brand communication of the short video social platform in the sinking market,it is necessary to fully perceive the differentiated characteristics of the sinking market,and to differentiate the brand positioning of the platform by grasping the macro market shape and micro-user characteristics of the sinking market.Combined with the marketing 3.0 era,users'pursuit of personal value and the communication characteristics of the short video social platform,the brand communication of the short video social platform should give full play to the social responsibility of the enterprise,reflect the humanistic care of the enterprise in the information communication,and meet the users' values.In terms of contact points and tool dissemination,full consideration should be given to the media use of users in sinking markets for combined dissemination.Finally,on the basis of integrating the four strategies of positioning,information,contact points and tools,a differentiated brand communication strategy that differentiates the sinking market short video social platform from other markets will be formed.This paper not only defines the concept of the standardization of the sinking market at the academic level,but also combines the theory of brand communication with the development of the market,and conducts in-depth research on the brand communication of the short video social platform in the sinking market.This paper has implications for the brand communication of the sinking market mobile platform.