Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China

Research Article

Analysis of Short Video Marketing Strategy Based on SICAS Model--Taking Kuaishou as an Example

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  • @INPROCEEDINGS{10.4108/eai.18-11-2022.2327142,
        author={Zhao  Chen and PanHong  Fu},
        title={Analysis of Short Video Marketing Strategy Based on SICAS Model--Taking Kuaishou as an Example},
        proceedings={Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China},
        publisher={EAI},
        proceedings_a={ICEMME},
        year={2023},
        month={2},
        keywords={short video marketing sicas model kuaishou app},
        doi={10.4108/eai.18-11-2022.2327142}
    }
    
  • Zhao Chen
    PanHong Fu
    Year: 2023
    Analysis of Short Video Marketing Strategy Based on SICAS Model--Taking Kuaishou as an Example
    ICEMME
    EAI
    DOI: 10.4108/eai.18-11-2022.2327142
Zhao Chen1,*, PanHong Fu1
  • 1: Dalian Polytechnic University, School of Management
*Contact email: zhaochen989@163.com

Abstract

In recent years, with the rapid development of Internet technology, we have entered the Web2.0 era which was famous as "interaction". Short video characterized by low information acquisition cost and wide coverage came into being. This article takes Kuaishou APP as an example and uses the SICAS model to study Kuaishou’s current marketing situation. By collecting 113 data through the questionnaire platform and analyzing the basic situation of consumers in the short video shopping platform. The results show that consumers will be influenced by other people's comments and opinions when buying, and are willing to share a satisfactory shopping experience with others after buying. Combined with SICAS model, some suggestions for the future development of short video platform are put forward