广东省定制家居短视频营销策略研究.docxVIP

PAGE II 广东省定制家居短视频营销策略研究 内 容 摘 要 随着移动互联网时代的到来，借助短视频开展营销活动，传播品牌和产品已经成为了当代企业的共识。在使用短视频的用户中，大部分是80后、90后的年轻群体，这一群体亦是定制家居服务的主要消费群体，为此开展短视频营销是定制家居企业迎合主要消费群体的重要手段。本文以广东省的定制家居企业为研究对象，通过问卷调查的方式，从视频内容与用户关联度、与用户生活契合度、互动情况、用户参与运营情况四个方面去了解定制家居企业短视频营销开展状况，问卷调查结果显示当前广东省的定制家居企业开展的短视频营销活动存在与消费者建立联系速度缓慢、契合度一般、互动性不强、缺乏维护这些问题。基于调查结果并结合长尾理论和4R营销理论，本文对广东省的定制家居企业开展短视频营销提出优化思路，对定制家居企业的短视频营销提出定位品牌风格、快响应，强互动、建立长期维护机制、提升用户参与价值四点优化策略。 关键词：短视频营销；定制家居；长尾理论；4R营销 Research on the Marketing Strategy of Short Video of Custom-made Home in Guangdong Province Abstract With the advent of the Mobile Internet era, Short video marketing activities, the dissemination of brands and products has become a common understanding of contemporary enterprises. Among users of short videos, the majority are young people born in the 1980s and 1990s, who are also major consumers of customized home services, therefore, Short video marketing is an important means for customized household enterprises to cater to the main consumer groups. This article takes Guangdong Provinces custom-made household enterprise as the research object, through the questionnaire survey, we can understand the development of short video marketing in custom-made home enterprises from four aspects: the degree of relevance between video content and users, the degree of agreement with users life, the interaction situation, and the situation of users participation in operation, the result of the questionnaire shows that the short video marketing activities carried out by custom-made home enterprises in Guangdong Province have some problems, such as slow speed of establishing contact with consumers, moderate degree of agreement, weak interactivity and lack of maintenance. Based on the survey results and the combination of the long tail theory and 4R marketing theory, this paper proposes an optimization idea for the development of short video marketing in Guangdong Province, and puts forward a positioning brand style and quick response for the short vi