Research On Tiktok Accounts’ Brand Communication Of Well-known Enterprises In Henan

In recent years,the vigorous development of digital technology and digital products has brought about tremendous changes in people’s way of life.The use of digital communication channels to carry out brand communication has become the preferred method of corporate marketing,which has led to the gradual decline of traditional advertising and the growth of digital communication against the trend.It is worth noting that in the current media practice,short videos are becoming the communicators and builders of corporate brands."Enterprise + short video" has gradually become a trend for enterprises to promote brand communication and digital marketing in the future.As the most influential short video platform at present," tiktok" now has a complete closed-loop e-commerce business,and the staged platform practice of tiktok Enterprise Account has also begun to take shape.The author compared the official tiktok accounts,Kwai accounts and B station accounts operated by well-known enterprises in Henan Province,and found that the data such as the number of fans,likes,comments,and forwarding of the corporate tiktok accounts are better than other platforms.At the same time,the author found that the tiktok accounts of some Henan enterprises are active and the number of fans has steadily increased,and there are many excellent communication cases worthy of in-depth study.Therefore,based on the positioning theory,this research uses the content analysis method and case analysis method to study the tiktok account of 13 well-known enterprises in Henan.At the same time,the author contacted the relevant consultants of industry consulting companies to have a dialogue,in order to provide professional experience and reference for Henan enterprises to use tiktok to carry out brand communication.Among them,this article focuses on the case analysis of the three corporate tiktok accounts of "Mixue Bingcheng","Yutong Bus" and "Liu Wenxin" as the research objects,and selected 249short-term articles from June 2021 to October 2021.The video is used as a research sample to conduct in-depth research on the operation status,content form,and communication effect of tiktok,a well-known enterprise in Henan.First of all,the author analyzes the overall situation of tiktok accounts of well-known enterprises in Henan,and finds that the dissemination of tiktok accounts of well-known enterprises in Henan has obvious characteristics such as large differences in account operation status,fewer accounts opened by B-end companies,and the overall communication strength needs to be improved.Second,the author studied the content production of tiktok accounts in 3 sample cases,and further excavated the content types,characters,and content skills,and found that the content dissemination of tiktok accounts,a well-known enterprise in Henan,had both excellent dissemination.The case is worth learning,but there are also some shortcomings.Subsequently,the author conducted an objective and scientific quantitative data analysis on the dissemination effects of the tiktok accounts of the three sample companies,and used the Ocean Engine,flying melon data and other data processing methods to analyze the user’s praise data,user portraits and tiktok comprehensive data.An in-depth comparison was made in three aspects of volume,and it was found that users of different corporate tiktok accounts have age,geographical and other barriers,and their communication effects also show certain differences due to the influence of content strategies.The study found that the use of tiktok and other social media for brand communication by well-known enterprises in Henan is still in the period of exploration and development.At present,the tiktok accounts of well-known enterprises in Henan still have a clear corporate account positioning,the brand memory points are not prominent enough,and the content communication lacks hot spots to take advantage of the situation.,There is a problem of circle barriers in the scope of the audience.Based on the above questions,the author puts forward four optimization strategy suggestions for deepening brand positioning,focusing on brand symbols,using hot events to take advantage of the situation,and focusing on interactive experience.It is hoped that it can provide a certain reference for Henan enterprises to use tiktok short videos to promote brand communication and digital marketing.In the future,Henan enterprises will continue to grasp the strategic choice of a new round of technological revolution and new opportunities for industrial transformation,carry out brand marketing and communication activities through digital media such as short videos,promote digital marketing capabilities,and facilitate digital transformation and upgrading of enterprises.