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论文编号：	15712
作者编号：	2320233740
上传时间：	2025/12/9 15:21:48
中文题目：	Y公司中老年奶粉抖音短视频策略优化
英文题目：	Optimization of Douyin Short Video Strategy for Y Company’s Middle-Aged and Elderly Milk Powde
指导老师：	姚欣林
中文关键字：	中老年奶粉；抖音；短视频营销；数字营销；5A模型；5W理论
英文关键字：	Middle-aged and Elderly Milk Powder;Douyin;Short-video Marketing;Digital Marketing;5A Model;5W Theory
中文摘要：	随着我国人口老龄化程度不断加深，加之政府相关政策的支持，“银发经济”正快速发展。奶粉行业顺应社会变化，快速做出响应推出各类适老产品并加以营销宣传。伴随互联网短视频平台的发展和老年群体对抖音等短视频App使用的日趋频繁，乳制品品牌在短视频营销渠道的竞争日益激烈化，产品功能趋同化严重，与此同时产品营销视频的针对性内容性已成为消费者辨识该企业产品优劣的重要因素。本研究将以Y公司中老年奶粉抖音短视频账号营销策略为研究对象，宏观层面运用PEST分析工具探究中老年奶粉行业趋势，中观层面运用波特五力模型分析解读Y公司竞争现状，微观层面运用 SWOT模型分析Y公司中老年奶粉抖音业务发展现状。本文依托5W传播理论、5A行为模型综合分析当前Y公司中老年奶粉抖音短视频的营销策略问题，结合问卷调查和统计分析，从用户调研和企业实证数据方面提供数据依据。并对其短视频营销策略提出可供参考的优化建议。通过本文研究可以看出当前Y公司中老年奶粉抖音短视频营销存在五大核心问题：演员形象双重错位，短视频内容过度依赖促销，荒废了用户信任的私域渠道，短视频内容严重偏离用户真实需求造成转化及复购不佳以及品牌建设缺位。据此提出五维优化方案——构建“银发明星达人及真实测评官”传播矩阵，重构价值内容矩阵，创建抖音生态深度协调转化体系，搭建需求驱动的精准内容供给体系以及基于5A用户行为路径进行用户精准干预。该策略不仅为Y公司提供实施路径，更为传统自有品牌提炼出“垂直内容突围-社交资产沉淀-私域流量转化”的可复制模式，对同类型企业短视频营销转型具有实践借鉴意义。
英文摘要：	With China's aging population intensifying and government support, the "silver economy" is booming. The milk powder industry swiftly adapts, launching elderly-friendly products and marketing them. As short video apps like Douyin gain popularity among seniors, dairy brands face fierce competition on these platforms, with similar product features. Targeted video content has become crucial for consumers to evaluate products. This research focuses on Y Company's Douyin marketing strategy for middle-aged and elderly milk powder. Using PEST analysis, we explore industry trends. Porter's Five Forces Model analyzes Y Company's competitive landscape. SWOT analysis examines its business status. Drawing on 5W, 5A theories, we analyze Y Company's Douyin strategy, supported by questionnaires and statistical data. Our study reveals five key issues: mismatched actor images, excessive promotion, neglected trusted private channels, content deviation from user needs, and poor brand building. To address these, we propose a five-dimensional optimization plan: establishing a "Silver Star Talents communication matrix reconstructing value content, creating a Douyin coordination system, building a demand-driven content supply, and implementing user interventions based on the 5A path. This strategy offers Y Company an implementation path and a replicable model for traditional brands: "vertical content breakthrough, social asset accumulation, and private domain traffic conversion," providing insights for similar enterprises.
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