A Study On Improving The Marketing Strategy Of MD's KTV Business Based On Online User Behavior

Along with the rapid development of internet technology,consumer behavior is constantly changing and demand is constantly upgrading.After the online group buying market in China experiencing its rise,prosperity and survival,consumers are now much less enthusiastic for group buying websites than before,meanwhile,traditional KTV industry is gradually losing customers due to outdated service,such a market environment brought double challenges to KTV business of group buying websites.The research on how to improve the marketing strategy for KTV business of the group buying websites can help to increase the sales of KTV group buying and enhance user's stickiness on the website,what's more,it also has positive significance on promoting people's offline consumption in the traditional KTV industry and help traditional KTV industry better adapt to market changes.In this paper,MD's KTV business is studied as an example.We firstly oriented the direction of breaking through its bottleneck by SWOT analysis on its marketing environment,then identified the problems in its current marketing strategy,and generated typical personas through user data analysis,and with AIDEES model and personas as the criterion,we found out the problems and reasons,after that,under the guide of personas and application of theories of consumer behavior and online marketing,we provided some methods to improve the effect in each link of AIDEES from the aspects of market segmentation,marketing channels,marketing content and product experience,and formulated the implementation steps and guarantees of the new marketing strategy.With all these efforts,we aim at keeping MD's KTV business in a leading position in the ever-changing internet environment.