在信息时代背景下,抖音、快手等短视频平台迅速崛起,为各行业带来新的营销机遇。伊利股份作为我国乳业领军企业,在短视频营销方面取得显著成效。然而,营销过程存在诸多问题,如品牌定位与市场趋势适应、营销成本与效果不成正比、营销内容需持续创新、业务多元化带来风险等。为解决这些问题,本文提出优化路径,包括整合线上线下营销资源、提高短视频营销效果、强化品牌故事传播和应对业务多元化风险等。为我国乳业企业提供启示和参考,推动乳业短视频营销长期可持续发展。

Against the backdrop of the era of information,short video platforms such as TikTok and Kuaishou have rapidly emerged,presenting new marketing opportunities for various industries.Yili,as a leading dairy company in China,has achieved remarkable success in short video marketing.However,there are also challenges in the marketing process,such as adapting brand positioning to market trends,the unbalanced relationship between marketing costs and effectiveness,the need for continuous innovation in marketing content,and the risks associated with business diversification.To address these issues,this paper proposed optimization paths,including integrating online and offline marketing resources,improving the effectiveness of short video marketing,strengthening brand storytelling,and managing risks associated with business diversification.The aim is to provide valuable a reference for dairy companies in China,promoting the long-term sustainable development of dairy industry short video marketing.