Research On The Development Strategy Of Tencent Video Website Membership System

With the rise and development of various businesses in the Internet industry,market competition in this field has also intensified.From the aspect of video websites,the major video websites actually do not really benefit as much as everyone thinks in the fierce market competition.On the contrary,continuous losses are always the most difficult problem facing video websites.Taking Tencent video as an example,as a service-oriented enterprise that provides film and television variety content to a large number of online user groups,a large number of users are lost due to the inability to make up for copyright purchases and the length of advertisements that are lengthened in order to maintain revenue.If you can't take a better business model and marketing tools,the survival of the website will face a great test.And membership production is a proven and profitable means of profitability.It is imperative to promote membership in the loss of video websites and long-term interests and development.The membership system and its broad development prospects,and the long-term accumulation of considerable benefits make each video website competing to design and promote this product.However,due to lack of experience,there is no relatively perfect and successful business operation model to learn from,the membership marketing mechanism is not perfect,the marketing strategy is not perfect,and the membership system has become the “chicken rib” of video websites.The continued loss makes Tencent Video begin to think about the way out of membership development and how to establish a successful marketing model that enables membership-based profit model to play its biggest role.Nowadays,the awareness of users paying for videos is getting stronger and stronger,and the acceptance of video charges is getting higher and higher,which provides an unprecedented opportunity for membership marketing.Tencent video relies on the network resources accumulated by the parent brand and strong financial resources to start a new round of video membership marketing.By providing differentiated services,mastering the right to broadcast,and launching a boutique homemade drama attracts a large number of members to convert;The establishment of strategy-based marketing has played an important role in the development of the membership system;it has invested a large amount of manpower and material resources in the promotion and promotion of the membership system,broadening themembership-based communication channels and increasing the membership-based marketing strategy of membership;The implementation of the membership marketing strategy,which is dedicated to meeting the diverse needs of members,further enhances the success rate and profitability of the membership system;through the careful design of the member conversion process and the setting of the member management method,the user is transformed into a member.The odds and stability of the existing membership group,membership development has entered a new era.This paper takes Tencent video membership system as the research object,aiming at using its membership marketing strategy and management method as the starting point,analyzing the implementation and development space of Tencent video membership system through Tencent video membership marketing strategy and management method,trying to summarize How to use the general marketing strategy and management methods to achieve the development of the membership system and obtain long-term benefits.It sorts out and analyzes several key issues in the development of membership system,and studies and summarizes the marketing strategy of Tencent Video,namely how Tencent Video promotes membership system,adopts various ways to attract target groups,and provides membership-based platform design to guide users to become members.To cultivate the methods and strategies for members to establish long-term and stable relationships,analyze the problems that arise,and propose rationalization proposals to promote the healthy development of the membership system and increase the advantages and core competitiveness of enterprises in the fierce market competition.Provide reference for membership development for other Internet companies that provide content services.