| The advent of the Internet age rewrite step by step on people’s viewing habits and attitudes than do traditional media and television passive recipients of "Catcher", people are more willing to take the initiative to find content of interest. Program for its homemade video site viewing time, place and content of arbitrary form of pluralism has become the new darling of many Internet users. For video sites, hand-made programs to ease the pressure on the share price is copyright drama, reducing the risk of over-reliance on foreign content; on the other hand, to help achieve competitive differentiation video sites, build up their own brand symbol, is a "sustainable mining " the new gold mine.2011, IQIYI firstly to test the water content of homemade, seven days a week began daily non-stop broadcast of a program file homemade "variety big day broadcast" strategy. In a competitive platform network homemade program, IQIYI accumulation and deep strategic advantage in terms of the content of homemade highlights: not only attracted a large number of die-hard fans and advertisers powder competing investment, but also embraced the award in 2013 which proved its strength--- "best original video section producer".In this paper, "IQIYI homemade program" for the study, the research focus program focused on the concept of self-love aspect of the content of Fantastic Art homemade,homemade program strengths and marketing strategies. By IQIYI homemade homemade content strategy and analysis of the status, refining its network homemade cream for industry reference, found its shortcomings and propose improvement measures. Given the current video site intense competition, the purpose of this thesis is to help improve the IQIYI homemade content and marketing strategies have advantages, and proposed policy solutions showing a weakness for its development process and inadequacies of future development IQIYI homemade program prospected. |
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