Optimization Research Of IQIYI's Associate Program Marketing

The internet industry has developed rapidly,the public's need for entertainment product become larger,video industry comes more prosperous.The industry has been in fiercer competition for decades,and it comes to the bottom half of the competition.Many video enterprises started to pay attention to membership business since 2016.Consumer purchase habits has been developed,and it made great change to the video industry's profit structure.Based on report of?2016 ? Q4 ??????????????,the profit of membership has taken 24.5 percent of the total profit by the end of 2017.The profit has been the second biggest part of profit.It is estimated that,it will take 38.4 percent by the year of 2019.And membership service is also the most important module in the video paying business.Since the membership marketing has a certain scale of development.This paper will do analysis of phenomenon and project of membership marketing.Firstly,this paper will introduce concept of membership,and the development and future trend.Secondly,this paper will do analysis of the external environment and current situation of industry development of membership business.Thirdly,this paper will do analysis of the company's current business situation.This part includes product analysis,marketing analysis,contrast of competitor's product.Based on these aspects,we can analyze the phenomenon of the company's membership marketing.Eventually,this paper will optimized membership marketing plan.This plan has couples of aspects.It included 4P theory and so on.This paper quotes data from AI,China Internet data platform,and public reports of“iQIYI brain”and many other data platforms to support this research,so as to increase the rigor,credibility,science and applicability of this article.It is hoped that the research of this article will be of certain reference value to the development of the domestic video enterprise's membership marketing.