Research On The Optimization Of The Marketing Strategy Of The Douyin Account "Pippichu Loves Cooking

With the rapid development of new media and mobile communication technology,short videos have gradually become an important way for people to obtain information,entertainment and learn knowledge.In such an environment,various short video platforms are continuously deepening their content in vertical areas.Due to its strong social capabilities,low threshold and high interactivity,Titok has become the most popular short video application today,and videos with food as the main content are also popular among the majority of netizens.In this paper,we use the 4I marketing theory as the theoretical basis and four research methods: literature research,case study method,questionnaire method and in-depth interview method,to investigate the marketing strategy of this video number.In this way,the marketing status and current problems of this food explorer account can be better understood and further improvements can be made to it.The study is divided into four parts.In the first part,the basic information of the Titok account "Pipiqiu loves to cook" is briefly described,and the current number of followers,likes,posting frequency and marketing status are analysed.In the second part,a questionnaire survey was conducted and distributed to audiences of all ages in terms of images and sounds,and the data collected was further analysed.In addition,in-depth interviews were conducted with the creators and some of the audiences based on the analysis of the question of "Pipiqiu loves to cook".In the third part,we analyse the existing problems of "Pipiqiu loves to cook" based on the 4I marketing theory from four aspects: fun,interest,interactivity and personalisation.Based on the 4I theory,the content lacks deeper meaning in terms of fun,fails to meet the interactive needs of fans in a timely manner in terms of interactivity,has narrow realisation channels in terms of profitability,and has serious homogenisation in terms of personalisation.In the fourth part,based on the 4I theory,we propose innovative marketing methods,strengthening the innovation and culture of the content,enhancing interactivity,matrix layout,creating customised content,establishing brand awareness,building a positive image of the video and other suggestions for improvement.