Research On The Marketing Strategy Of P Sports Video Website

With the continuous development of China's national economic level and mobile network technology in recent years,people's demands for cultural and entertainment are growing gradually.Video website has become people's focus of cultural and entertainment.It is attracting millions of users because of the convenient video program viewing experience it provides.Since October 2014,Chinese State Council issued a series of policies to encourage the development of sports industry and to promote sports consumption in all ways.China's huge sports market has attracted a number of Internet capitals to cross-border to sports industry.In 2015,Prime Minister Li KeQiang has also announced government's target to encourage “Internet +” Plan.Now based on the trends of "sports" and “Internet +",some Chinese sports video websites have shocked the world by several record-breaking deals on the international sports IP market,brought the Internet sports industry into the people's attention,which also marks the will of Chinese Internet sports industry to head for a rapid growth.P video website was established in 2004.It has chosen sports as one of its main characteristics since the very beginning.And the “P Sports” brand was built afterwards.In 2014 with acquisition by the S Group,P video website's business was fully take over,but it also received rich capital resource instead,allowing P Sports completing a few important sports IP transactions.But in recent years,P Sports' user volume has gradually declined from 2015.The business operation has encountered great challenges.Based on the marketing theory,this paper analyzes the external environment of the sports new media industry and the internal environment of P Sports,which draws the conclusion that the current market strategy of P Sports is very passive.Therefore,a series of marketing activities based on this strategy cannot cater to the demands of users;plus the competition of external environment is fierce because of the join of many well-funded Internet companies,so that the user volume of P Sports platform decreased significantly,the development of P Sports website is facing enormous challenges.This paper will be based on the practical problems of P Sports,to seek a proper marketing strategy for sports video platforms like P Sports,and scale up under the gradually intense competition of the Sports IP market and the whole Internet Sports industry.The analysis and solutions for P Sports' problems will also bring profound thoughts to the whole Chinese Internet Sports industry,especially to similar Sports New Media platforms.As only based on a larger user base,will a website gain more resources to form a multi-operational business model,and bring profitability to the company in the coming future.