Research On Short Video Marketing Strategy Of H Tourism Company In The New Media Era

In the era of new media,short videos spread rapidly to all social platforms with fast transmission speed,diversified communication methods and strong social interaction,winning the favor of most people.At the same time,the special communication and marketing functions of short video also broaden the new marketing ideas for businesses.In the past two years,due to the impact of the epidemic,the tourism industry market has entered a downturn period.Many tourism companies have shifted their marketing methods from offline to online,and short video marketing has become the first choice of the tourism industry.How H travel company explores and innovates in combination with its own characteristics and creates a unique short video marketing program is a problem that H travel company should focus on.This thesis firstly introduces the research background and significance of the topic,and sorts out the concepts of new media,short video and short video marketing.Secondly,the 4I network marketing theory is studied to understand the important position of network marketing in the current stage of marketing.Thirdly,it analyzes the current situation of SHORT video marketing of H tourism company from four aspects:short video delivery management,short video content production,short video interactive communication and short video benefit provision,and analyzes its macro environment by using PEST theory.Thirdly,expert interviews and questionnaires were conducted on the basis of 4I marketing theory.Finally,SPSS AU was used for analysis,and it was found that H Travel Company had four problems in short video marketing:insufficient personalized video delivery,lack of interest in content production,low efficiency of background interaction and communication,and neglect of users’ interests and needs.Finally,in view of the above problems,suggestions are put forward to improve marketing strategies,such as carrying out personalized precision marketing,enhancing the fun of content production,improving the efficiency of interaction and communication,and meeting the interests of users.