| In today's society,China's video website industry is very competitive.The video website industry mainly takes the methods of online marketing,but their offline marketing methods is very few.But if the video website industry wants to get a better long-term development,it should innovate online marketing methods and pay attention to the use of offline marketing methods at the same time.It should integrate online marketing and offline marketing.As the potential member of video website industry in China,Mango TV has its own inherent experience in integration of online and offline marketing,but it also has many problems.In the face of strong competitors in the industry,if Mango TV wants to stand out,it should optimize online and offline integrated marketing strategies.The main contents of this paper is divided into five parts.Firstly,this paper summarizes the development of Mango TV video website.Secondly,this paper analyzes the online and offline integrated marketing of Mango TV's competitors,including Iqiyi video website,Tencent video website and Youku video website.Next,this paper researches the good marketing cases of Mango TV video website,including < Who's the murderer > and < the fifth season of Where Are We Going,Dad? >.After that,this paper uses the 4I marketing theory to analyze the problems in the online and offline integrated marketing of Mango TV video website,including four points: lack of interest in marketing,violation of the principle of interest,insufficient interaction with audience,invisible personalized marketing.Finally,according to the problems in the fourth part,combining with the good marketing strategies of the competitors,this paper puts forward the interesting strategies,the interest strategies,the interactive strategies and the personalized strategies correspondingly by using the 4I theory. |
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