Title: Research on Optimization of Corporate Marketing Strategies in the Context of Short-Video Platforms

Abstract

With the development of mobile Internet and digital media, short-video platforms have become an important channel for consumers to access information, learn about products, and make purchasing decisions. Compared with traditional advertising, short videos feature faster dissemination, more intuitive content formats, convenient interaction, and flexible usage scenarios, providing new opportunities for enterprises in brand promotion, product marketing, and customer communication. However, some enterprises still face problems in short-video marketing, such as content homogenization, unclear platform positioning, excessive pursuit of traffic, insufficient user engagement, incomplete sales conversion paths, and single-dimensional performance evaluation indicators. These issues indicate that short-video marketing is not simply about posting videos or chasing trends, but requires systematic planning from a comprehensive marketing management perspective. This study adopts literature review and inductive analysis methods. Based on an overview of the characteristics of short-video marketing, it analyzes its development status, main problems, and underlying causes, and proposes improvement strategies from aspects such as clarifying marketing objectives, strengthening content development, implementing differentiated operations, improving customer relationship management, optimizing conversion paths, establishing evaluation systems, enhancing team collaboration, and strengthening risk management. The study concludes that enterprises should not only focus on short-term exposure and immediate sales, but also emphasize brand image, customer trust, and long-term business value.