The Study Of The Marketing Strategy For China’S Video Websites

One of the famous communication scholars once mentioned that the media is sort of equal to information. In the age of Web 2.0, with the continuous development of Internet Technology, each progress of the media changes the way people obtain information. Ten years ago, the first video website in the world, YouTube, became popular, and people’s behaviors and habits had been deeply changed. In the year of 2006, the first domestic video website was born, and the popularity of this rising web style was growing at an incredibly high speed. Also, more and more attentions from the professionals and users were paid to it. However, there are lots of serious problems behind the growth, especially in the field of operation and strategy. If the multivariate environments cannot be adapted to, it will fail in the competitive market-In the year of 2008, the video website started obtaining profits from advertisement. This year was called "The Year of Marketing". From the perspective of the video websites, the content is their development core. The article aims to explore the types and main features of the domestic video websites. This research starts from the current situations of the domestic video websites, and then utilize the theories of marketing management to analyze their types, marketing features, competitive strategies, and benefit origin. Then the current situation of the video websites is studied by using SWOT (Strength, Weakness, Opportunity, and Trend) method, which helps contribute to the final conclusion that the domestic video websites need precise marketing. After that, the marketing strategies for the traditional TV media and video websites are compared, and the differences and relationship between these two items has been achieved. Finally, based on the examples of the precise marketing of Tencent TV, the realizable marketing principles and strategies for video websites are recommended.