Research On Short Video Marketing Strategy Of D Company Based On AISAS Model

In 2018,short video began to rise,and short video marketing has gradually become the mainstream of Internet marketing mode and the outlet of e-commerce in the new era.The explosion of the Internet and mobile applications has caused changes in the communication environment,thus giving birth to the AISAS model.This model analyzes consumer behavior in the new era from five directions of attention,interest,search,action and sharing,and proposes various solutions for online marketing in the new era.The skin care brand of Company D entered the category of Taobao Beauty in 2020,which is at the initial stage of transformation from an entity enterprise to an e-commerce enterprise.At present,the short video marketing of Company D is in a bottleneck period,unable to achieve the outbreak of short video,and the conversion rate of user purchase is not high,unable to achieve rapid growth of sales.The paper summarizes the e-commerce marketing environment in which D Company is located,and uses Porter’s Five Forces Model,PEST macro environment model,STP positioning theory,comparative analysis of the same industry,data analysis,and literature research to find out the problems in D Company’s short video marketing.Based on the AISAS model,the short video marketing strategy of D Company is studied,and the five factors that affect short video marketing are integrated into the AISAS model: click,finish,interact,transform and share.The model is used to design a short video audience preference questionnaire,analyze the action preferences of short video users,conduct precise marketing in all aspects for short video audiences,and formulate corresponding marketing strategies.Through this research,we can solve the current short video marketing dilemma of D Company,help D Company break through the marketing bottleneck,and provide reference for relevant enterprises,help physical enterprises to transform into e-commerce enterprises,and help transformed enterprises to achieve low or zero input sales at the initial stage.