| With the continuous implementation of the Internet and 5G technology,the short video industry has developed vigorously.With rich and lively content,rhythmic pictures and clips,short videos are constantly penetrating into the fragmented time of people’s daily life and become a new huge social flow pool.More and more users use short videos to understand product information and conduct comprehensive comparison between products.For short video operators,select suitable fields and establish accounts.By making videos of products in relevant fields,they can realize product promotion and marketing through short videos.Short video with scene marketing can build a visual consumption scene for users,complete the transformation from users to consumers,and realize traffic realization.Z Food Production Enterprise(hereinafter referred to as "Z Enterprise")was established in 2011.It is an enterprise that produces snack food and has about 50 employees and multiple product R&D lines.The existing main marketing mode is the traditional offline B2 B sales mode.This traditional mode has not strong control over dealers,low loyalty of dealers,single and passive channel structure.Enterprise Z has encountered unprecedented bottlenecks in the face of increasingly fierce industry competition.In order to get rid of the current predicament,Enterprise Z tried to start short video marketing,but the effect was not good,facing the problems of few fans and low conversion rate.First of all,this paper sorts out and expounds the relevant concepts and theories by combining the theoretical knowledge of relevant disciplines and reading the domestic and foreign literature related to food industry marketing and short video operation in the past five years,which lays a good theoretical foundation for this study.Secondly,by using PEST model and SWOT model marketing analysis tools to comprehensively analyze the internal and external environment of Z food production enterprise from macro and micro perspectives,the study found that the food production enterprise has obvious advantages in short video marketing and has strong competitive conditions.Then,through the design and distribution of questionnaires,we can obtain consumers’ shopping habits and other information on the short video platform,and carry out statistical analysis of the data.Finally,in combination with the market environment of the food production enterprise,based on the 4P marketing theory,in view of the problems in the short video marketing of Z food production enterprise,we propose optimization suggestions for its existing marketing strategies from four aspects:product,price,channel,and promotion,It also puts forward safeguard measures for the implementation of the short video marketing strategy of Enterprise Z from three aspects of strengthening the cooperation between the organization departments,personnel skills training and corporate culture construction.This paper puts forward optimization suggestions for the existing short video marketing strategy of Enterprise Z,aiming to improve its core competitiveness in the industry market,so that it can develop better in the fierce competitive environment,and at the same time,it also plays a reference role in formulating short video marketing strategies for other industries of the same type or similar industries,further enriching the research related to short video marketing strategies in the food production industry,It has laid a theoretical foundation and practical guidance for the long-term development of the industry. |
