| With the continuous development of information technology,Tiktok short video has been widely used in daily life.As a new marketing method,Tiktok short video marketing breaks the closed situation of traditional marketing and quickly penetrates into all walks of life to promote industrial integration.Short video marketing has diversified forms and has been active in people’s vision for a long time with the help of social media platforms,life app and other platforms.The diversified marketing methods such as Tiktok short video window selling,live broadcasting,issuing coupons and receiving coupons have changed the single purchase channel.For enterprises,especially small and medium-sized start-ups,short video marketing can reduce marketing management costs and improve marketing efficiency.The emergence of Tiktok short video marketing has led to the change of marketing direction and strategy.Taking D hotpot company as an example,this paper comprehensively analyzes its marketing problems from the perspective of Tiktok short video marketing,and discusses how to improve the deficiencies and expand the marketing advantages brought by short video.Firstly,it simply combs the research literature and finds that domestic and foreign experts and scholars hold a positive attitude towards short video marketing and agree with the new marketing model of "short video+" catering industry".Then,according to the research purpose,the short video marketing effect measurement indicators flow and drainage rate are established as the basic elements of the current situation analysis.Then the article introduces the products and marketing status of D hotpot company,and analyzes the two major problems of short video marketing.The first drainage rate is low and the second video flow is low.Then,through the questionnaire survey,we understand the feelings of consumers in five aspects: interest,search,word-of-mouth,action and sharing,and quantify the questionnaire results.Taking ISMAS as the basic analysis model,we explore the problems and causes of D hotpot company.It is found that D hotpot company has boring short video marketing content,serious content homogenization,lack of interactivity,and less Tiktok platform incentives There are some problems,such as difficult cash flow,weak user action,lack of sharing highlights and reasonable sharing mechanism.Finally,it analyzes the user portrait of D hotpot company and defines the marketing objects of Tiktok short video.It puts forward marketing optimization strategies based on the four principles of 4I theory,namely,interest principle,interaction principle and personality principle,as well as 4Ps theory.Focus on short video marketing content and channeling realization,conduct interesting marketing on the Tiktok platform to increase user traffic,use offline performance and entertainment activities as content marketing materials to attract realization,carry out online and offline interactive marketing to enhance D hotpot company’s reputation,and increase online and offline promotional and preferential activities to promote user action.Through the research on the marketing strategy optimization of D hotpot company’s Tiktok short video,after analyzing the problems,this paper puts forward a feasible marketing optimization scheme to expand the brand influence.At the same time,it also provides analysis methods and optimization strategy reference suggestions for the same type of small and medium-sized enterprises to upgrade and transform their marketing mode to the direction of short video. |
