The Analysis of Marketing Strategy of Short Video Platforms---- Taking Douyin as Example

Abstract

With the advent of the new media era, short videos are becoming more and more influential to people and the short video industry is growing, of which Douyin is one of the representative platforms. In this paper, Douyin is taken as the representative of short video platform and analyse the marketing strategy of short video platform by describing the strategy, explaining the theory and listing the brand cases for the three marketing strategies of brand positioning, content production and traffic acquisition. Based on some novel marketing theories such as the 4V marketing theory, the meaning and purpose of marketing strategies on short video platforms will also be explored.