Research On The Brand Positioning Of Network Video Company B

With acceleration of China's network infrastructure and popularity of smart phones,there're so many online video users.At present,there're more than a dozen mainstream participants in online video industry,and homogeneity is more serious.Competition is very fierce,so it's problem that companies face is how to survive and win users in competitive market.The thesis took network video company B which has been established for more than 10 years as research object and discussed its brand positioning and implementation strategy,which has important practical significance.On basis of summarizing theory and methods of brand positioning,the thesis analyzed overall competition situation of online video industry,main competitors and characteristics and needs of video users.And it checked existing brand positioning of Company B and defined target market.Then brand point selection model was used to provide interest positioning,value positioning and attribute positioning.Finally,brand positioning implementation strategy of company B was pointed out.The main conclusions are as follows:target market of online video company B was identified as young and middle-aged males aged 18-45.The interest orientation point was "high quality viewing experience",the value positioning point was"pleasant leisure time",and the attribute positioning point was "playing smoothness"and "short advertising time".For this positioning,company B needs copyright differentiation,customization and interface specialization in product strategy.It should improve cost-effectiveness of paying members to establish competitive advantages in price strategy.In channel strategy,company B should enhance cooperation of video and app store.And in communication strategy,it need to increase social media coverage and choose appropriate program for title.