Brand Image Construction Of Video-sharing Websites With Youku. Com For Example

With the influence of the fairy tale of YouToBe.com, as well as video-sharing boom abroad, new video-sharing websites sprung up like mushrooms swiftly all over China. After three years, the video-sharing market has formed centralized competition situation till now, which bring about brand inevitable. Now the video-sharing websites are focused on the profit model\policy change and marketing breakthrough of, while the brand system hasn't been completed yet. So far, there's little research on the brand image of video-sharing websites. Since they have so special that the traditional theory is not applicable all around. Meanwhile, the successful experience from the ordinary internet media, even the most famous confrere YouToBe.com, cannot be copied to the video-sharing websites in China.This research is made up from five parts. The first chapter is the review on brand image concept and theory, in which I compared three influential theories. In the second chapter, I analyzed the brand development and current situation of YOUKU.com from 2006, under the background of the whole video-sharing industry. In the third chapter, I analyzed the current situation of brand image from brand positioning\ enterprise culture and brand image communication. The forth chapter is about the demonstration research on the reorganization and satisfaction of audience. On the basic of David Aaker brand identify system model, relating with situation factor and changes, I draw up questionnaire to brand image of YOUKU.com, including product\enterprise\humanization and symbol factors. From the above all, I conclude the brand image of YOUKU.com from audience. Then I give some suggestion to promote brand image.