摘要
摘要
新消费人群获取信息的渠道发生改变，短视频成为新母婴人群获得信息的
第一途径。同时母婴群体消费周期明显、消费需求阶段性强。在瞬息万变的新
媒体环境中，如何抓住短视频带来的营销机遇，打造强力母婴品牌，成为当前
各母婴公司亟待解决的重要问题，也是母婴营销领域讨论的热点课题。
研究聚焦短视频营销策略，选择 A公司母婴用品作为研究案例，遵从 4I营
销理论展开探究。首先，对国内外关于短视频营销概念、价值、策略的研究观
点进行提炼与汇总，为研究奠定理论基础；其次，运用波特五力模型、PEST、
SWOT等方法对 A公司母婴用品短视频营销环境进行分析，结合内外部环境，
明确 A公司母婴用品短视频营销的战略选择；再次，分析 A公司母婴用品短视
频营销现状，基于 4I营销理论挖掘现存问题；最后，从趣味性、个性化、互动
性、利益性四个维度提出 A公司母婴用品短视频营销改进策略，趣味性方面，
融入美、奇、名、热元素设计视频开场，持续吸引用户，并采用故事性表达增
强内容趣味性；个性化方面，主要是个性化定位，并对产品进行合理分析，利
用大数据技术实现精准营销；互动性方面，以利益策略、聚集策略、展示策略
吸引用户积极参与互动，并通过真诚对话提高用户黏性；利益性方面，注重满
足用户的功能性与情感性诉求。
关键词：短视频；母婴用品营销；4I理论
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Abstract
Abstract
The channels for new consumers to obtain information have changed, and short
videos have become the first way for new mother-baby groups to obtain information.
At the same time, the consumption cycle of maternal and infant groups is obvious and
the consumption demand is periodic. In the rapidly changing new media environment,
how to seize the marketing opportunities brought by short videos and build strong
maternal and infant brands has become an important problem urgently to be solved by
various maternal and infant companies, and also a hot topic in the field of maternal
and infant marketing.
This study focuses on short video marketing strategies, selects A maternal and
child products company as A case study, and explores in accordance with 4I
marketing theory. First of all, the research views on the concept, value and strategy of
short video marketing at home and abroad are refined and summarized to lay a
theoretical foundation for the research. Secondly, porter's five Forces model, PEST,
SWOT and other methods are used to analyze the marketing environment of short
video of maternal and infant products of A company. Combined with the internal and
external environment, the strategic choice of short video marketing of maternal and
infant products of A company is made clear. Thirdly, the paper analyzes the
marketing status of short videos of maternal and child products of COMPANY A and
excavates existing problems based on 4I marketing theory. Finally, from the four
dimensions of interestingness, individuality, interactivity and interest, A company's
short video marketing strategy for maternal and child products is proposed. In terms
of interestingness, the company integrates beauty, wonder, name and heat elements to
design the video opening to continuously attract users, and adopts story expression to
enhance the content of interestingness. In terms of individuation, it mainly focuses on
personalized positioning, reasonable analysis of products, and the use of big data
technology to achieve precision marketing; In terms of interaction, interest strategy,
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Abstract
gathering strategy and display strategy are used to attract users to actively participate
in interaction and improve user stickiness through sincere dialogue. In terms of
benefits, it focuses on satisfying users' functional and emotional demands.
Keywords：Short video; Maternal and infant products marketing; 4I theory
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