Research On The Brand Building Of China's Private Video Websites

With the perfection of network facilities and the development of mobile Internet, watching network videos through video websites has become the main means of people enjoying leisure and information dissemination. According to the statistics from CNNIC, during the past three years the use rate of network videos has been up to 70%,far exceeding online games, net news, search engines and network music. The using of video websites has become a common lifestyle for people. As the influence of video websites grows increasingly, there appear all kinds of ads. Consequently, video websites are gradually taking on more and more properties of mass media.Since the establishment of the world's first video website YouTube in 2005, video websites have been popular worldwide with its unique glamour. Meanwhile, YouTube has emerged as the biggest video website in the world. Following YouTube, China set up its first video-sharing website Potato in 2005 and then in 2006 Youku and Ku6 were started one after another. Just from then on, the development of China's video websites entered a competitive stage. Over the past decade, video websites of different properties and types have mushroomed on the Internet, like all flowers blooming together. Traditional TV media, in particular, have been competing for markets and resources by constantly expanding their video service, which makes the competition between video websites enter the superheating stage.In the fierce market competition, some powerful video websites, such as Youku and IQIYI, has come to pay more attention to building their brand so that they can seek broader development space. Although video websites are new media, they have to abide by the law of survival of the fittest. In fact, they have done so well in brand building that we can get many things worth noting. Just based on this, the article begins with the top 3 IQIYI in this industry and mainly uses the literature method and the related theories of brand to research into the brand building of IQIYI. Besides, it offers some advice to the brand building of private video websites on the basis of IQIYI's developing experience and makes some predictions about their development at the end just to make up for the lack of China's research into video websites and provide some beneficial reference for them.