基于4R营销理论的智能家居产品短视频营销策略研究

Research on Short Video Marketing Strategies for Smart Home Products Based on 4R Marketing Theory

摘要: 在数字经济与智能家居产业深度融合的背景下，短视频营销已成为智能家居企业触达用户、构建品牌认知的重要阵地。本文以4R营销理论为分析框架，从关联、反应、关系、回报四个维度，系统探讨智能家居产品的短视频营销策略。研究发现，当前智能家居短视频营销存在关联偏离、响应滞后、关系浅层、转化模糊等问题。据此，本文提出优化建议：通过场景化内容与精准推送建立用户关联，借助全面反馈搜集与敏捷响应机制捕捉市场需求，依托深度互动与KOL长期合作深化用户关系，最终打通转化链路实现价值共创。本文旨在丰富智能家居营销理论研究，为企业短视频营销实践提供策略参考。

Abstract: Against the backdrop of the deep integration of the digital economy and the smart home industry, short video marketing has become a crucial channel for smart home enterprises to reach users and establish brand perception. Taking the 4R Marketing Theory as the analytical framework, this paper systematically explores the short video marketing strategies of smart home products from the four dimensions of Relevancy, Reaction, Relationship and Reward. The study finds that the current short video marketing of smart homes is plagued by problems such as deviated relevance, lagged response, superficial relationship building and vague transformation. On this basis, this paper proposes optimization suggestions: building user relevance through scenario-based content and precise push, capturing market demand via comprehensive feedback collection and agile response mechanisms, deepening user relationships by relying on in-depth interaction and long-term cooperation with KOL, and finally unblocking the transformation chain to achieve value co-creation. This paper intends to enrich the theoretical research on smart home marketing and provide strategic references for the short video marketing practices of enterprises.