SWOT Analysis Was Used to Analyze the Influence of Brand Equity on the Willingness to Use Douyin

Peiyu Wu

doi:10.54691/bcpbm.v31i.2545

Authors

Peiyu Wu

DOI:

https://doi.org/10.54691/bcpbm.v31i.2545

Keywords:

Douyin; brand equity; SWOT analysis; willingness to use.

Abstract

From the outbreak on December 19, 2019, to the current normalization of the epidemic, people stay at home for entertainment. The popularity of short videos has increased dramatically, and the use of Douyin has skyrocketed. This paper analysed the development strategy of Douyin, and further explored the power of brand equity on Douyin use intention by applying the theoretical knowledge and qualitative analysis of the influence of brand equity on purchase intention and the SWOT analysis method. SWOT analysis was used to analyse the impact of brand equity on the willingness to use Douyin, and the conclusion was drawn that in terms of SO, the intuitive and eye-catching the brand image of Douyin and the positive development of brand virtual character image improved the willingness to use. In WT, Douyin’s negative brand association and high-end brand positioning reduced the desire to use. Therefore, Douyin needed to improve in purifying the network environment and enhancing user participation in third - and fourth-tier cities.

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