Author(s)

Wenyu Li, Meihui Zhou

Corresponding Author

Wenyu Li

ABSTRACT

This paper mainly studies the subdivision of target consumer groups and the marketing strategy optimization of the Zoom platform. The COVID-19 pandemic in 2019 has changed consumption habits and behaviors. The study of remote video conference software, which Zoom leads, can help enterprises attract customers in the business aspect and provide a way for people who need meetings to cooperate to avoid direct contact with people in the social aspect, thus reducing the risk of virus transmission. The research method of this thesis is the research method of the secondary data category. It includes literature analysis, comparative analysis, and case study. After research, this paper finds that one of the key marketing strategies of Zoom is to use media for creative promotion. Aftermarket segmentation, cultivating potential customers with personalized content is another marketing method of Zoom. Due to the overcrowded market, Zoom needed to carry out further physical marketing and multi-field promotion programs. Zoom needs to adhere to the marketing strategy based on customer satisfaction and become a brand promoter when optimizing its marketing strategy. The discussion of these research results will focus on the optimization plan of Zoom's marketing strategy and the segmentation of new target consumer groups. Zoom needs to embrace new consumer groups and use them for brand promotion while maintaining its existing customer base. At the same time, Zoom is required to address some of the recent problems created by the influx of users. In terms of security breaches and digital media coverage, Zoom needs to improve. The research of this paper has specific commercial value for the development opportunities and follow-up planning of Zoom-led remote video software under the epidemic situation. At the same time, this paper also has some guidance for human behavior during the epidemic. It has a certain social value.

KEYWORDS

Zoom, Pandemic, Marketing strategy, Target customer group