Analysis of Brand Promotion Strategy in Short Video Platform Marketing - Taking DJI as an Example
Year: 2024
Type: article
Abstract: Since TikTok exploded in the world, various new forms of business born by the platform have emerged, with e-commerce live marketing being just one example. With the application of e-commerce live broadcasting in all walks of life, different live content and types continue to emerge, full-time carrier broadcast and key opinion leaders with their huge exposure and fan groups, can make the brand's publicity achieve outstanding results. With the continuous improvement of users' attention to e-commerce live broadcasting, more scene-based short video content has been applied to marketing strategies, and instant consumption has become a popular trend. This paper aims to analyze the performance of DJI's digital products in live video broadcasting, goods distribution, and short video data performance over the past six months, visualizing the data for display and analysis, and then use the sales prediction model to predict the sales of goods after 10 days; moreover, it summarizes the marketing performance characteristics of the new frontier based on six months of data. This study provides reference and guidance for brands to carry out e-commerce live broadcasting.
Author: Simeng Qiao
Institution: Communication University of China
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405591326