The Marketing Strategy Analysis Of "Iqiyi-self-video"

In recent years, with the video site in the increasingly fierce competition, and thecopyright of video content and gradually presents the homogenization phenomenon onthe occasion, video website begins to have made the self-made video field. In the newround of competition, iqiyi produced video has cut a striking figure in the2013goldeneyes, micro Film Awards "iqiyi-self-video" won the self-made strength reflects the mostamount of awards--"best original video product".In this paper,"iqiyi-self-video" as the research object, the emphasis of the thesis islaunched from the video content, communication channels, advertising and brandconstruction, summarizes and combs to act "iqiyi-self-video" produced video marketingstrategy, in order to show iqiyi in self-made as unique marketing strategy frequency onthe occasion, found and that "iqiyi-self-video" product deficiencies video marketingstrategies and suggestions for improvement. The purpose of this paper is to act iqiyi inthe future perfect homemade video marketing sounded the alarm, and to providereference as a successful example for other video website video marketing.This paper is divided into three chapters, the first chapter is the summary andanalysis of "iqiyi-self-video" types and characteristics of video,"iqiyi-self-video" has thecharacteristics of specialized content, type diversification, style network, updatefrequency is high，creative sense; the second chapter is that the summary and analysiswere applied in love odd art produced video on marketing strategy, find iqiyi in theself-made video marketing on the specific performance aspects of professionalproduction, broadening the channels of communication, optimization of videoadvertising, brand image, enhance the user experience; the third chapter is mainly on thebasis of the analysis of "iqiyi-self-video" marketing strategy, found inadequate marketingstrategies, such as strategy execution, precision to improve marketing, social mediamarketing strategy; and on this basis puts forward suggestions for improvement, such asregulation policy, improve employee execution consciousness, technology research anddevelopment cooperation to crack "data", prefect performance evaluation system,referring to video social marketing experience, integrate marketing strategy. The author thinks that although the iqiyi in self-made fields to create a greatindustrial value chain, the homemade video marketing strategy is still not perfect. so thispaper is on the basis of the analysis to find the problem, and give suggestions forimprovement, hoping to paying attention to people,and be improved gradually.