Research On Short Video Project Marketing Strategy Based On Consumer Perception Value

In China,short video platforms have entered the public vision since 2016,and have gradually developed into a convenient shopping platform favored by consumers.In the development of the digital economy,especially against the background that the COVID-19 was difficult to be effectively controlled for a long time in the previous three years,short video,a new marketing model,has been developing in a popular way.As of December 2022,the scale of short video users in China has exceeded 1 billion,and the huge number of users has led to an increasing number of network operators using short video project marketing as an important means of brand building.However,in this process,many businesses still lack a clear understanding of the impact of short video project marketing on consumers’ perceived value and purchase behavior.Its effective marketing effect requires multiple factors to affect consumers’ perceived value in order to enhance consumers’ purchase intention.Therefore,based on reviewing the current research situation of short video marketing at home and abroad,this article mainly focuses on the marketing of brand short video projects,using stimulation-organism-response(SOR),social cognition,perceived value,and 41 marketing theory as the theoretical basis,using consumer interviews,questionnaires,and empirical research methods,Through interviews with consumers,the author proposes the existing problems in the marketing of short video projects and the variables that affect consumers’ purchasing intentions.Firstly,a research model is constructed based on SOR theory,and research hypotheses are proposed.Then,SPSS26.0 software is used to analyze the questionnaire data.Finally,AMOS software is used to construct a structural equation model to analyze the impact of different variables on consumer perceived value and purchase intention,so as to verify the correctness of the hypothesis.Finally,a marketing strategy based on consumer perceived value is proposed for brand short video project marketing.The empirical research results show that:Firstly,the three dimensions of consumer interaction experience and brand marketing insights have significant positive effects on consumers’ perceived value and purchase intention,namely,information interaction experience,entertainment interaction experience,emotional interaction experience,and brand marketing insights all positively affect consumers’ perceived value and purchase intention;Secondly,perceived value,as a mediating variable,plays a significant mediating role between consumer interaction experience and purchase intention,as well as between brand marketing insight and purchase intention.Based on the above research conclusions,it provides multiple marketing strategies for short video project marketing,including ensuring the professionalism of project marketing,enhancing the entertainment of marketing content,expanding emotional marketing content,and improving personalized recommendation services,in order to enhance consumers’perceived value and purchase intention,enabling the brand to further develop through the emerging marketing model of short video.