Strategic Analysis of Social Media Software -- the Communication Strategy and Marketing Strategy of Douyin
DOI:
https://doi.org/10.54691/bcpbm.v38i.4121Keywords:
Douyin; Marketing strategy; 4PS analysis; Spread strategy.Abstract
Nowadays, all kinds of advertising and media are fully integrated with our lives, and it can be said that the media interaction of the new era has brought people a different life experience. How to connect products with people, how to achieve the perfect integration of media and the market, and how to efficiently mobilize and use resources to bring great wealth to people have become the most concerned topics today. The launch of Douyin software has brought people a different idea of modern digital media. In this paper, the literature research method, induction method and case analysis method are used to study the marketing strategy and communication strategy of Douyin short video. Based on the three elements of STP marketing strategy and 4Ps marketing theory, the marketing strategy of Douyin short video is analyzed, including market segmentation, target market, market positioning, and specific analysis of product strategy, price strategy, place strategy, and
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