Corporate Marketing Strategies for Modern Short Video Platforms in the Perspective of 4I Theory -- Take Douyin (Chinese TikTok) as an Example

Abstract

With the continuous development of the Internet, short video platforms have become an integral part of people's daily lives. In such an environment, the corporate marketing strategy of a short video platform determines whether it can stand out among its competitors. Douyin, which has grown from a late-comer in the short-video field to the head of the pack today, and is bound to have its own unique take on corporate marketing strategies. This paper will mainly use the literature review method to analyse the corporate marketing strategy of Douyin short video platform based on the 4I theory, namely Inter-esting, Interests, Interaction and Individually. In terms of Interesting, Douyin introduces original product features to attract users; in terms of Inter-ests, Douyin provides direct economic benefits and public welfare value to users; in terms of interaction, communication between Douyin officials and users, and between users and users are smooth and friendly; in terms of Individually, Douyin can accurately recommend videos that meet users' tastes and achieve effective advertising.