Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 37 , 10 November 2023


Open Access | Article

Analysis of Douyin's Marketing Methods and Corporate Competitive Strategies in the Era of Short Videos

Tongyu Wu * 1
1 Jiangsu University of Science and Technology

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 37, 31-41
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Tongyu Wu. Analysis of Douyin's Marketing Methods and Corporate Competitive Strategies in the Era of Short Videos. AEMPS (2023) Vol. 37: 31-41. DOI: 10.54254/2754-1169/37/20231829.

Abstract

With the rapid popularization of the mobile Internet, the user scale of the short video market continues to grow, and the industry competition is fierce. Nowadays, short videos have been deeply integrated into people's entertainment life. As the head platform in the short video market, Douyin has developed rapidly in recent years and occupies an unshakable position in the global market. This paper first discusses the competitive environment of the short video market when Douyin has launched and the current development status of short video platforms at home and abroad. Secondly, it deeply analyzes Douyin's competitive business strategy in the homogeneous market. Then, based on the SWOT model, the core strategy of Douyin is studied in depth. Finally, it summarizes the reasons why Douyin stands out in the fierce competition environment of the short video industry and makes suggestions for the future development direction of Douyin. This study finds that high-quality content, powerful technology, and innovative business are the basic elements of competition in the short video market, pointing out the direction for the development and foothold of other short video platforms and related industries.

Keywords

short video, Douyin, marketing strategies, competitive strategies, SWOT analysis

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-095-0
ISBN (Online)
978-1-83558-096-7
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/37/20231829
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated