Positioning And Improvement Strategy Of Iqiyi Brand

With the popularity of mobile devices and the coverage of wireless networks,the use of video platforms to watch video programs has become the main way for people to enjoy their daily leisure.Although the overall pattern of video websites in China is relatively stable,the homogenization of video platform and platform content is becoming more and more serious.It is difficult for video website platform to form its own product characteristics and brand advantages,which is not conducive to the realization of long-term healthy and sustainable development.For this,as a video company want to occupy a place in the fierce market competition This is an important way to improve brand market competitiveness and user loyalty,and it is also the key work that video website companies need to pay attention to in the next stage.As a well-known brand of video website platform in China,iqiyi has been in the leading group of the industry.It is of great significance to study its brand positioning and strategy for the whole industry.This paper takes iqiyi as the research object,uses the questionnaire survey method,the case study method and so on,based on the localization theory,the perception chart method and the diamond chart localization model,carries on the systematic research to the iqiyi brand localization and the construction.First of all,the iqiyi brand is analyzed,the necessity of iqiyi brand positioning is introduced from the external environment and internal demand,and the process and achievements of iqiyi brand positioning are discussed.Secondly,the macro dimension analysis of iqiyi brand is carried out based on the SWO From T perspective,this paper analyzes the development of iqiyi brand construction,analyzes and summarizes the problems existing in iqiyi brand positioning construction,and finally puts forward the improvement strategy of iqiyi brand positioning and construction.This paper puts forward effective improvement countermeasures for iqiyi brand positioning and construction.This study can provide guidance and help for iqiyi brand positioning and construction,and also provide inspiration and reference for similar video website companies in the industry to carry out brand positioning and construction work.