Research On Product Marketing Strategy Of KS Company

In recent years,with the continuous development and application of 4G technology and artificial intelligence,people's production and lifestyle have been greatly changed,and the demand for mobile internet content consumption is increasing.As a new breaking point in the internet era,short videos have attracted the attention of the general public because of its simple operation,fragmentation,funny entertainment,novelty,fast spreading speed,wide range of influence and other features.It has been more and more popular.KS Co.,Ltd.,founded in 2011,facing the huge air outlet of the short video industry,has developed from a tool to become a unicorn company by 9 years of development.At present,the number of daily active users has reached 300 million,and the annual turnover has exceeded 50 billion yuan.Nowadays,it also faces the problems of homogeneous and vulgar product content,channel promotion is single,less communication with offline channels,users purchase limited paid content and insufficient promotion efforts.Based on the comparative analysis method and the participatory observation method,this article combines the development status of the domestic and foreign short video industry and the situation of KS companies,and uses modern marketing theory to provide new marketing strategies and implementation guarantee measures for KS companies.Based on a comprehensive analysis of the KS company's profile,profit model,product marketing characteristics and positioning,marketing channels and promotion and product marketing status and existing problems,this article adopts the PEST theory to analyze the policy environment,economic environment,social environment,and technical environment,respectively.Analyze its product marketing environment,and then research the current status of marketing bar possessed by the competitive environment of KS company based on the Porter Five Force Model.Then use the SWOT analysis method to explain the advantages and disadvantages,opportunities and challenges faced by KS in the marketing environment.Based on the STP strategy and 4Ps combination theory,a new marketing strategy is proposed from the aspects of product,price,channel and sales.Finally,from the implementation of the above guarantee strategy,system security,technical security,talent security,capital security and copyright protection are proposed.Aiming at the current problems of KS company in product marketing,this article puts forward some operable marketing strategies and guarantee measures in the face of competitors' constant competition for the market and the development of commercial realization channels.It has certain reference significance and practical value for KS company and similar domestic short video industry companies in responding to the changes in the Internet environment,optimizing marketing strategies,expanding market share and improving the brand's core competitiveness.At the same time,it helps domestic short video industry related companies to respond to changes in domestic and foreign environments,improve their marketing strategies and respond in a timely manner,and provide certain theoretical guidance to improve the overall strength of enterprises.