Research On Integrated Marketing Communication Of Domestic Video Website Under New Media Environment

Since 2004 the first domestic video website was born has been more than ten years of development history, whether it is from the number or size of the market, the online video industry is one of the most popular domestic development momentum of the industry, the video site has become a new media type of concern. However, the development of domestic video website is not plain sailing, with the deepening of the degree of domestic media market, the further complexity of the environment and the rapid development of information technology represented by big data, the current domestic video sites are faced with a number of development difficulties.Integrated marketing communication theory was born in the end of the 1980s, a long time, scholars have been based on the development of the times to improve and enrich the theory, so that the integrated marketing communication theory has always maintained a certain applicability. This study combines the mass media analysis and integrated marketing communication research methods to analyze the current situation of the spread of domestic video sites, from the establishment of a large database, to promote the development of three aspects to establish a video site audience strategy; from making a difference in content, deepen cross platform content cooperation, further enhance the content of the realization of the video website content strategy. This study is a reference to a large number of industry data to make the research results more accurate and reliable, the research conclusion has strong operability.