Study On The Marketing Strategies Of Chinese Video Websites' Products

Till now, China's video sites have experienced more than 10 years and entered the smooth development period from 2011.During these years,products and services of Chinese video sites'expanded rapidly. As a result, China video sites'product marketing strategies are appropriate or not, product marketing strategies are meet the need of new profit model or not, directly related to the success of video sites development.This thesis researches and analyzes the marketing strategies of video websites in China from 2011 to present, not only pointing out its disadvantages,but put forward optimization measures.This article research products marketing strategies Chinese video sites in four aspects, products strategies, price strategies, place strategies and promotion strategies.Its products strategies include creating influential products on themselves, focusing on setting the audience agenda, paying attention to build brand's image.Its price strategies include paid service for general consumers, video-e-commerce service for e-commerce platforms and online retailers, multivariate pricing for advertisers.Place strategies can be attributed to multi-screen strategy, cooperation between TV station and video sites and smart TV strategy.Promotion strategy can be summarized as creating a good public image through public relations, promoting users'experience through technical means,as well as innovating interactive forms to enhance customer loyalty.However, there are several existing deficiencies, mainly reflecting in the products'poor-quality content, imperfect price system, overlapped brand positioning, existing channels underutilized and lack of further product development and so on.These require online video websites make more efforts on strengthening self-control consciousness, improving the payment price system, further market segments, taking advantages of existing channels and strengthen the development of product derivatives.iQiYi is one of the best video sites in China.What we can found from its behaviors are that iQiYi's product strategy takes premium content as the core, pricing strategy takes attractions as the core,channel strategy takes three-dimensional layout as the core and promotion strategy takes users'experience as the core.However, there's no doubts that its strategies have some shortcomings,such as lack of use to the social platforms and lack of users'experience promotion means and insufficient attention to homogenization, etc., As a result, these require iQiYi do several corresponding improvements.For instance, iQiYi should further market segments in order to highlight the differences, learning from others to innovate social interaction, improving users' experience overall through various means.