Research on the Effects of Various Factors in 7Ps Marketing Theory on Short Video Marketing——Taking the Dissemination of Qianjiang Lobster Short Videos as an Example

Abstract

With the rapid rise of short video platforms, short video marketing has become a new way to promote agricultural products. This study takes the short video dissemination of agricultural product Qianjiang lobster as an example to explore the effectiveness of short video marketing in depth. Studying the influencing factors of the marketing effectiveness of crayfish, a characteristic agricultural product, provides useful references and guidance for promoting the dissemination of agricultural product short videos and agricultural product short video marketing, which helps to promote the innovative development of the agricultural product industry. This research selects the accounts of TikTok platform to promote the short video of Qianjiang crawfish, builds the influencing factor model of the short video marketing effect of Qianjiang crawfish based on the 7Ps marketing theory, and uses the non parametric test method to empirically analyze 200 short video samples of Qianjiang crawfish. The research results indicate that eight influencing factors, including title sentence structure, topic, content theme, production category, background music, video duration, release time, and collection setting, have a significant impact on the marketing effectiveness of crayfish short videos.