The Brand Communication Research Of Domestic Video Websites

With the development of Internet technology and the rise of video sites, as a new recreational, Network video was introduced into China。 Take Tudou established in2005as the birth of the flag, china video industry aftered hundreds competitions in2007and market integration, in the nearly seven years of development time, it has experienced the birth-boom-mergers-getting into mature stage of development。 Occuping the dominant market video sites such as Youku, Sohu video, QiYi, which monopolize the market。 At the same tine, the traditional television media and the network media such as Baidu, have expand the network video services, which take competition with the existing video sites for markets and resources。In the fierce competition about the industry market, take strong brand communications offensive is an important magic weapon to win the market。 In response to industry competition and new entrants, the video sites also need to establish the enterprise development strategies, which takes the brand communication as the center, but, there is a little research about the brand communications of video sites。 China video sites have390million users and the size of the market up to more than60billion, so there is a certain practical significance to examine and summarize its brand strategies and brand communication activities。In this context, this paper takes Youku video website as a case, which covers80%of users。 And utilization the literature analysis, on the basis of combing the concept of the brand, brand communication and video site brand。Then, discriminate the needs of brand communication of the Video sites, and summarize the brand and content service mechanism of Youkuo Combining the brand communication principles which video site have to follow, summarize the brand communication strategies that Youku takes in public relations, advertising and interpersonal areas, in order to bring some guiding inspirations about the brand development and brand communication activities of china video sites。...