Research On Short Video Communication Of Northeast Time Honored Brands From The Perspective Of Integrated Marketing Theory

The Northeast time-honored brand is an important part of the characteristic brand of Northeast China,an important embodiment of the history and culture of Northeast China in a certain period,and an important symbol of the development of Northeast commercial civilization.However,with the development of market economy and the construction of urban modernization,the Northeast time-honored brands are faced with many obstacles in the development process,and some of them have withdrawn from the stage of history in this process.If this goes on for a long time,it will surely weaken the overall competitive strength of brands in Northeast China.The emergence of short video platform provides a new brand marketing channel for Northeast time-honored brands.Actively integrating its own brand resources and using the short video platform for brand communication and shaping can help Northeast time-honored brands polish their golden signboards and realize brand rejuvenation.This study adopts literature analysis method,observation method,case analysis method,text analysis method and other research methods,combined with the knowledge of communication and brand science and other disciplines,and summarizes the opportunities and challenges faced by time-honored brands in Northeast China by using short video platform for brand communication.From the perspective of integrated marketing theory,this paper analyzes the problems existing in the communication of time-honored short videos in Northeast China and puts forward targeted optimization strategies.The research finds that,at the macro level,the pattern of integration and propagation of time-established brands in Northeast China has not been formed,which is manifested in that the head fails to play its due "leading role",the middle part generally falls into the error of "maximizing the effect" of integration,and the tail part is in the state of "tepid".At the micro level,a series of problems have been exposed in the five aspects of the communication subject,overall positioning,communication content,communication mode and overall communication planning of Northeast time-honored brands.In the process of short video communication,time-honored brands in Northeast China should establish differentiated and easily identifiable positioning,establish diversified and linkage short video communication subjects,create high-quality and interesting short video communication content,construct characteristic and technological short video communication methods,and form a systematic and long-term short video communication program.On the basis of integrating specific communication strategies,three kinds of short video integrated communication models,namely noise integrated communication model,bridging integrated communication model and self-adaptive integrated communication model,are respectively built for Northeast time-honored brands to reference and choose,in order to cover Northeast time-honored brands to the greatest extent.Help the northeast time-honored brands to enter the short video platform quickly with the power of integrated marketing communication,expand the brand’s own platform influence,and improve the overall competitive strength of the northeast time-honored brands.