Research On Short Video Marketing Strategy Of Y Publishing House

With the rapid development of information technology and the continuous expansion of network coverage,it has laid a good foundation for the rapid development of short video industry.In the era of new media,the marketing model continues to innovate.Short video,with its interesting,visual,diversified scenes and rich forms,has led a new trend in the era of new media.It has become a marketing channel crowded into by various industries at present.New media has changed the interaction mode between enterprises and consumers,making the relationship between them closer and enabling two-way real-time interaction.At the same time,it has also produced marketing means such as QQ,wechat and community,which can help enterprises quickly convey the product information.The continuous growth of short video provides favorable conditions for the establishment of its business model.In response to this situation,Y Publishing House has gradually entered the short video platform since 2018,and carried out a series of brand promotion and book marketing activities by using short videos as the medium.Through more than three years of efforts,Y Publishing House has made certain progress in the marketing of short videos,but there are still some problems.This paper takes Y Publishing House as the research object to study its short video marketing strategy.First of all,the background and significance of the research are clarified,and the research status of short video marketing at home and abroad is summarized through literature research,which provides a theoretical basis for this research.Secondly,it makes an in-depth analysis of the status quo,problems and causes of Y Publishing House’s short video marketing.The nature of Y Publishing House leads to its slow online transformation.When exploring short video marketing,it started late and did not give play to the advantages of existing traditional marketing strategies.Through the user experience survey,it can be found that the short video marketing of Y Publishing House still has some problems,such as difficulty in meeting the individual needs of users,relatively thin product form and low interest of video content.These problems are mainly caused by immature short video marketing theory of Y Publishing House,lack of innovation in product development and lack of interaction with readers.To solve these problems,in order to improve the attractiveness of short video marketing of Y Publishing House,based on AISAS model,this paper proposes a short video marketing strategy of Y Publishing House.By improving the integrity,entertainment and popularity of short video of Y Publishing House,this paper aims to attract users’ attention,stimulate users’ interest,increase users’ search,promote users’ actions,and promote users’ sharing,thus stimulating users’ purchase desire.And put forward the guarantee measures to ensure the smooth implementation of the strategy,including the organization management guarantee,human resources guarantee,operating capital guarantee,etc.,in order to provide a reference for the optimization of short video marketing strategy of other similar publishing houses.