Analysis Of Enterprise Marketing Strategies Under the Trend of New Media Based on The Douyin Marketing Case

Abstract

With the development of the short video platform, short videos have gained a lot of traffic. The marketing strategies of enterprises on short videos are no longer limited to the advertisements released by the enterprises. There are many new ways for enterprises to market, such as using live streaming channels to sell goods, commission rebates, influencers posting innovative videos with advertised goods, attracting traffic, etc. Based on the increase of these marketing methods, this research analyzes the political, economic, social, and technological environment of enterprises' marketing on Douyin through the pest model. The research collects questionnaires to understand the consumers' perception of the current enterprises’ marketing strategies. The questionnaire data analysis concluded that the enterprises’ marketing strategies on Douyin can be compared with other professional shopping platforms to get better traffic and higher conversion rates. However, there are still problems of poor product quality and over-marketing. The innovation of the marketing strategies still needs to be improved. Because of the above environmental analysis and problems, enterprises need to standardize the live streaming channel procedures, comply with the law, use the Douyin algorithm, and focus on the target customers to make reasonable marketing strategies. Pay more attention to the innovation and moderation of the marketing strategies. Most importantly, enterprises should improve product quality to enhance comprehensive competitiveness.