The Study On The Brand Communication Strategy Of Youku.com

There is a clear homogenization phenomenon of content in the process of video websitecompetition,the open netwoek platform overwhelmed the differences between different sitesubjects,follow suit phenomenon is obvious,the influence of the main enterprises has not beendue to play. Youku.com is China’s leading video sharing site,also is the first brand of thenetwork video industry in China,it has rich history and its own development characteristics.Asa leading enterprise in the field of video website to provide special products for the audience,it continuously promoting it’s brand image through a variety of ways. As the result,with therapid development of science and technology competition,and under the background of thechanging on the website competition,with Youku.com as the object of study is based onyouku.com’s dominant position and good brand influence.Relying on the development statusof Youku.com in contents, channels, products and so on, to discuss the brand communicationstrategy of Youku.com with the brand promotion three element theory as a framework,thushave guiding significance for other websites promotion in some aspects.This paper is made up from four chapters. The first part is the review on the developmentbackground of video website in China.In the second chapter,introduces the developmentsituation of Youku.com.The third chapter is the main part of the paper, In order to highlightthe reasons why youku.com could stay the first place in the fierce competition,I analyzed thebrand communication strategy Youku.com from brand positioning, improve visibility, enhancereputation, and maintain loyalty, and from the strategy of youku.com in content, product,promotion, channels and other aspects,to analysis the overall brand communication strategyof youku.com.The forth chapter is about the guidance of Youku.com for the development ofother video sites.In this paper, through the analysis of Youku.com brand communicationstrategy to highlight it’s significance in the aspects of brand communication,in order toimprove the position of brand communication concepts in the video site’s marketing strategy.