基于4I营销理论的M银行短视频营销策略研究——以抖音平台为例

Research on the Short Video Marketing Strategy of M Bank Based on the 4I Marketing Theory—A Case Study of Douyin Platform

摘要: 随着移动互联网的迅猛发展，出现了一种新兴且高效的营销方式——短视频，并且逐渐受到各行各业的广泛关注与应用。在数字化时代，银行业既面临着发展的机遇，也面临着数字化转型和市场竞争的双重压力和考验。本研究旨在基于4I营销理论，通过对抖音平台银行短视频账号的调查研究，以M银行为研究对象，分析M银行短视频营销策略存在的不足，以期为M银行的品牌推广、产品营销和业务发展提供新的思路。

Abstract: With the rapid development of mobile Internet, a new and efficient marketing method—short videos—has emerged and gradually gained widespread attention and application across various industries. In the digital age, the banking industry is faced with both development opportunities and the dual pressures and tests of digital transformation and market competition. This study aims to, based on the 4I marketing theory, conduct an investigation and research on the short video accounts of banks on the Douyin platform, taking M Bank as the research object, to analyze the deficiencies in M Bank’s short video marketing strategies, with the expectation of providing new ideas for M Bank’s brand promotion, product marketing, and business development.