Research On The Strategy Of Short Video Traffic Delivery Of S Company To Enhance Customers’ Purchase Intention

In the current marketing environment,the offline economy continues to decline,and the commercial economic system based on physical stores is gradually thin.In recent years,many enterprises have begun to develop online economy to empower their brands,which gives birth to the network marketing means based on short video traffic delivery,and is slowly recognized by the public.Short video traffic delivery as the main means of marketing is easy to make customers have cognition of products,easy to enhance the emotional resonance of customers,easy to produce excellent key opinion leaders,conducive to the product derivative consumption of enterprises,thereby promoting the purchase intention of customers,and bring profits to enterprises.S Company is the first company to enter the marketing channel of short video traffic delivery,which not only brings profits to S Company,but also produces a series of problems to be solved.This paper takes S Company’s strategy of enhancing customers’ purchase intention through short video traffic delivery as the research object,to understand in detail the current situation of S Company’s short video traffic delivery and customers’ purchase intention,as well as the methods and problems of S Company’s short video traffic delivery,and to analyze the reasons and put forward strategies.The purpose is to help S Company broaden its thinking in short video traffic delivery and promote its development.Also for similar enterprises as a reference.Specifically,on the basis of relevant literature research,this paper has a detailed understanding of relevant concepts and theoretical basis,analyzes the cognitive dimension,emotional dimension,price dimension and functional dimension of short video traffic delivery,and studies the operating status of S enterprise itself,finds problems,analyzes the causes of problems,and draws the following conclusions.Short video traffic delivery can improve customers’ purchase intention from four aspects:(1)Enhancing customers’ awareness of enterprise products through short video traffic delivery can improve customers’ purchase intention;(2)Enriching the content of short video traffic to enhance customer emotion can enhance customers’ purchase intention;(3)Encouraging key opinion leaders to operate product prices and guiding consumers to participate in preferential activities can enhance customers’ purchase intention;(4)Moderate functional short video traffic to establish a long-term mechanism of derivative consumption behavior can improve customers’ purchase intention.In these four aspects,key opinion leaders are the most significant factor to enhance customers’ purchase intention,followed by customer emotional changes can also greatly affect customers’ purchase intention,and finally,customers’ cognition of merchants’ products and derivative consumption behaviors have little impact on customers’ purchase intention.To a certain extent,this study can enhance the purchase intention of customers of S Company in the short video traffic delivery,optimize the product cognition of S Company in the short video traffic delivery,strengthen the emotional resonance of customers,coordinate the price adjustment led by key opinion leaders,optimize the functional short video delivery of S company,stimulate consumers’ derivative consumption behaviors,and help S Company to develop in the long run.It also provides a template for similar companies.