Research On Marketing Strategy Of China’s Video Website Paid Business

So far,China’s video site has developed for more than ten years,and entered a steady growth stage,the major video sites in the fierce competition,have sought their own way of development.In many factors that restrict the development of video websites,the difficulty of profit is almost a common problem among the major websites.It is difficult to support the increasing operating costs for the long time,which is mainly based on advertising profits.Based on the needs of their own profits,the major sites have to develop the payment market.At present,paying users continues to expand,by the end of 2016,paying users has reached 61300 thousand people;pay market size in 2016 exceeded 10 billion yuan;in the site income,pay income is increasing,pay income has always maintained a high growth rate.So,it is necessary to carry out "Research on marketing strategy of China’s video website paid business".The purpose and significance of the study are based on classical marketing strategy--4P theory,systematically analyzing the marketing strategy of China’s video website paid business.At the same time,through the case comparison of the marketing strategy of Iqiyi,Youku and Tencent video website paid business,we find the existing problems of the marketing strategy of paid business,,and then propose improvement strategies.According to the above train of thought,this article mainly divides into five chapters to carry on the research on marketing strategy of video website paid business.The first chapter is the introduction,including the reasons,significance and theoretical research status of the subject.The second chapter is mainly divided into three parts: the basic situation of video website;the basic situation of video website paid business,including the form,user characteristics,development of video website paid business;And the development condition of video website paid business.The third chapter is mainly based on the marketing theory of 4P,analyzing the marketing strategy of paid business from four aspect: product strategy including strive to build a diversified product system and strive to build brand image;price strategy including focus on making diversified pricing strategy and focus on relying on price to enhance the user experience;channel strategy including use the implementation of a multi screen strategy to broaden the channels and use the implementation of the inside and outside station to promote accurate market positioning;promotion strategy including communication with customers by interactive form and narrow the distance from the user by cooperative sales.The fourth chapter first select Iqiyi,Youku,Tencent,which are the top three video site,by collecting first-hand information from the official website,analyzing the product strategy,price strategy,channel strategy and promotion strategy,then based on which,found problem of marketing strategy of paid business,including fast-food consumption,product homogeneity;pay price difference is small,the pricing strategy is similar;single promotion means,the existing channel utilization degree is shallow;pay promotion means is passive and the way is utilitarianism.Finally,analyze the causes of marketing strategy from the external and internal view.The fifth chapter,based on the previous discussion of the existing problems and causes of the marketing strategy,puts forward some suggestions for improving the marketing strategy of the video website paid business in China.Product strategy should use the different core products to meet user needs,use additional personalized products found user demand;the price strategy should reduce the production cost,rich the pay system;the channel strategy should innovate promote means,implement multi screen integration;the promotion strategy should deepen enterprise cooperation,enrich sales promotion mode,clear market positioning and realize precision marketing.With the video pay market continues to be opening,this paper will focus on research the marketing strategy of paid business,and previous studies of "video website paid business" is less,the focus of marketing mix is more limited.At the same time,based on the 4P theory and the characteristics of the video website,this paper makes a brief theoretical analysis.Then,this paper uses method of multi case comparative analysis,from the production,price,channel and promotion aspects analyze the paid business marketing strategies of Iqiyi,Youku,Tencent,discussed the possible problems and reasons.Then,starting from the actual situation,combined with management and marketing theory,this paper puts forward suggestions for improvement of marketing strategy from different angles.