Exploring the marketing communication strategy of Li Ziqi's self-media brand based on SWOT

Yao, Yao 2024. Exploring the marketing communication strategy of Li Ziqi's self-media brand based on SWOT. Journal of Education, Humanities and Social Sciences 27 , pp. 473-479. 10.54097/k0zcrh12

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Abstract

The arrival of the digital media era has led to the development of the new media industry, which promotes the innovation of business models. More and more consumers are more accustomed to using media platforms. Li Ziqi's unique style of ancient Chinese cuisine and the unique natural environment of the countryside not only relax and satisfy the viewers mentally but also provide a lot of inspiration for other self-media and media companies. This thesis took the Li Ziqi network platform account as an example, and explores the development situation and problems faced by Li Ziqi in brand marketing on the basis of SWOT analysis, and conducts in-depth analyses of these problems, and gives some marketing strategies with practical value. video content, low frequency of interaction with viewers, lack of data analysis, lack of clear and definite operation planning, and misalignment between video communication channels and brand communication channels. This paper put forward suggestions in terms of enriching the form of content for brand communication, improving the efficiency of traffic conversion, enhancing brand influence, setting up a brand image communication team to improve the live broadcasting ability, and broadening the way to build a lasting brand, etc., so as to fully explore the maximum cultural communication potential and brand marketing influence of "Li Ziqi's" food videos in a theoretical manner.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Schools > Journalism, Media and Culture
ISSN:	2771-2907
Date of First Compliant Deposit:	12 September 2025
Date of Acceptance:	6 November 2023
Last Modified:	17 Sep 2025 10:01
URI:	https://orca.cardiff.ac.uk/id/eprint/181060

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