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

Tongyu Wu

doi:10.54254/2754-1169/37/20231829

Research Article

Open access

Published on 10 November 2023

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Wu,T. (2023). Analysis of Douyin's Marketing Methods and Corporate Competitive Strategies in the Era of Short Videos. Advances in Economics, Management and Political Sciences,37,31-41.

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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.

https://doi.org/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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Cite this article

Wu,T. (2023). Analysis of Douyin's Marketing Methods and Corporate Competitive Strategies in the Era of Short Videos. Advances in Economics, Management and Political Sciences,37,31-41.

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About volume

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

Conference website: https://www.icemgd.org/

ISBN：978-1-83558-095-0(Print) / 978-1-83558-096-7(Online)

Conference date: 6 August 2023

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.37

ISSN：2754-1169(Print) / 2754-1177(Online)

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