The Research Of The Marketing Strategy Of Letv

The Internet industry has witnessed an explosive growth in recent years,and driven development of many relevant industries,such as online video industry.According to the latest survey,the online video has become the fourth largest personal application,following communications,search engines,network news.The online video industry in China began in 2004 and has experienced more than 10 years.Some big video websites,such as Youku Tudou,Tencent video,Sohu video,Letv,etc.,have grown rapidly and established their own business model,occupied a large amount of market share and formed the industrial pattern.It's delightful to see that major video websites grow vigorously,but some problems existing cannot be ignored,the rising copyright price and the rising cost of bandwidth,become the huge costs to the website,and there are no obvious improvement from the member payment service.Under such high pressure,every major video website is seeking for new outlet.As the only video website which gets listed in the domestic A-share market,Letv remains profitable under such industrial background,which is remarkable.The reason for Letv making such achievement is that Letv benefits from both the ecosystem business model with the vertically integrated industrial chain and its distinctive marketing strategy.Letv's marketing strategy has made brilliant achievements in content promotion,hardware selling,advertising service.This paper takes the marketing strategy of Letv as the cutpoint.It firstly analyzes the development status of Letv and the entire industry,and classifies the profit difficulties of the entire website video industry.Then,it focuses on analyzing the current state of operation and the current business model of Letv to determine its profit model and major source of revenue.At last,by centering on three business sectors which make the major contribution to its revenues: contents,terminal and advertising businesses,this paper discusses and analyzes the marketing strategy that Letv applies,shows how it improves the user stickiness of and increase the profits.Through the analysis of Letv's marketing strategy,new strategy ideas and successful experiences can be concluded and used by other video websites for reference,as well as provide some enlightenments for development of the entire industry.