Research On Short Video Advertising Business Marketing Strategy Of K Internet Company

With the rapid development of China’s mobile internet,short video,as a new media carrier,has been playing an important role in the process of information transmission in the new era.K company is a large-scale short video social platform in China,which has been rising at a very fast speed.The thesis aims to put forward an effective optimization scheme for the marketing strategy of K company’s short video advertising,so that K company can gain a firm foothold in the current highly competitive market environment,and obtain higher profits from market requirements in the future.Combining the actual situation of K company’s short video advertising business,after fully understanding the industry development background and K company’s operation status,and combining the relevant theoretical basis of marketing management,relevant optimization suggestions for K company’s short video advertising marketing strategy has been put forward.7P theory is adopted to comprehensively analyze the current situation and problems of K company’s short video advertising operation from aspects of products,channels,pricing,promotion and personnel service level;subsequently,using PEST theory,the macro environmental characteristics of China’s short video advertising industry is summarized and analyzed from the aspects of politics,economy,society and technology;in addition,Porter’s five forces model is adopted to analyze the bargaining ability of main competitors in the industry,potential competitors and advertisers in the short video industry;finally,STP theory is used for market segmentation,market selection and market positioning.Moreover,the marketing strategy of K company’s short video advertising business is optimized from the perspective of product,channel,promotion,pricing,tangible display and service level,and relevant strategy guarantee measures are designed to support the implementation of the strategies.As the biggest short video company among short video social platforms,K Company’s short video advertising business marketing strategy has positive significance for the marketing of the mobile Internet industry.By analyzing the commercialization status and future trends of short video companies,this thesis proposes an optimization plan for the advertising business marketing strategy of K company,which has a certain reference value for solving the commercialization strategy problems of the short video industry in the future.