The Research On Short Video Marketing Strategies For Company K’s High-quality Agricultural Products

The development space of agricultural products e-commerce market is broad,and more and more residents purchase agricultural products online through various applications.Among them,the short video with its unique marketing method suddenly emerged.As an agricultural company producing and selling high-quality agricultural products,how to optimize the strategy to improve the marketing effectiveness of short video,so as to enhance the competitiveness in the market,is the problem to be solved in the development process of K company.In this paper,K company’s short video marketing of high-quality agricultural products is chosen as the research object.The writer uses the methods of literature research,case analysis and questionnaire survey to study the short video marketing strategy of K company’s high-quality agricultural products,based on the 4V theory.Firstly,this paper reviews the previous literature,combs the research results of network marketing and short video marketing of agricultural products and the evolution and development of marketing theory,and compares several marketing theories such as 4V marketing theory.Secondly,it introduces the general situation and marketing strategy of K company.Then it analyzes the macro marketing environment and SWOT(strengths,weaknesses,opportunities and threats)of high-quality agricultural products marketing of K company.Then,based on the 4V theory,this paper investigates and analyzes the current situation of the short video marketing of high-quality agricultural products of K company,and puts forward the optimization suggestions for the short video marketing strategy of high-quality agricultural products of K company.Analysis of the macro environment of high-quality agricultural products marketing of K Company is conducive to the implementation of marketing strategy of high-quality agricultural products.But from its own situation,K Company reasonably plan its marketing strategy in the implementation of marketing process.Through the form of questionnaire,the author finds the current situation of short video marketing of high-quality agricultural products of K company.It is found that there are some problems in the short video marketing process of K company,Firstly,K company is facing the problem of lacking differentiated marketing strategies,which includes the lack of characteristics of marketing content,the mismatching between the service and the characteristics of platform,and the less display of brand memory points,Secondly,the problems of poor marketing function should be take into consideration.The product quality need to be improved,the product function need to be diversified,and the additional function need to be increased.Thirdly,the K company also face the problem of lacking added value,which contains the lack of technical empowerment,the unformed brand culture.Fourthly,the problem of low brand resonance is also existing,including weak emotional connection and weak consumer loyalty These problems affect the marketing effectiveness of K company’s high-quality agricultural products on the short video platform.The main reasons for these problems are unclear market positioning,insufficient understanding of marketing differentiation,lack of indepth grasp of marketing methods,and lack of awareness of brand culture.In order to improve the problems of K Company in short video marketing and improve the marketing level,based on the analysis of marketing strategy,this paper focuses on 4V marketing strategy,and puts forward several optimization suggestions,such as highlighting product differences,optimizing product mix,expanding added value and enhancing emotional interaction.