Research For The Self-made Content Marketing Of Video Website In China

With the increasing differentiation competition of network video industry,self-made contents begin to becomen new content source, and present the characteristics such as high investment, fine production, diverification, it is the important direction of video website's future development. In order to realize the video website content of hommade mature market, the whole industry chain operation,how to attract audiences and advertisers, how to promote self-made content marketing effect has become a new topic that video industry must face. Therefore, this paper that analysis and study the marketing system of self-made content has some innovation, which has important guiding significance for improving the marketing strategy and marketing effectiveness of self-made video content.The network self-made content has these characteristics: interactive two-way communication;customized ads and low-cost content marketing.Under the changing marketing environment,network self-made content has formed four marketing modes:brand marketing, big data marketing, screen-acrossing marketing and closed loop marketing.Compared with traditional TV self-made contents,network self-made contents are more interactive,more cost-effective and more accurate marketing.Meanwhile, compared with outsourcing copyright content,network self-made content has more advantages:diversified marketing forms, differentiated content highlight the brand image and controllable marketing risk.At present,content marketing of network in China has made significant achievements: the marketing contents appear high quality; the market has been growing rapidly; the development of adverting has been diversified; the marketing subject have fierce competition.Accompanied by vigorous development of network self-made content marketing, it also appears many problems, which are mainly displayed in these aspects: the self-made content influence is limited; lack of brand marketing concept; marketing resouce integration is not enough; blund and number of ads affect the user experience; absence of profit pattern. The main causes of these shortcomings can be induced into three points:lack of quality control of self-made content; the marketing value of mining are ignored and lack of a mature marketing industry chain. Therefore, this article attempts to optimize the marketing strategy and marketing effectiveness of self-made video content through enhancing the product competitiveness of network self-made content marketing, optimizing the consumerservice of network self-made content, and strengthening the channel control of netwoek self-made content.