Research On K Company OTT Business Marketing Strategy

With the deepening of triple play,the demand for the large-screen home market has grown,and the Over The Top TV(TV)industry has ushered in tremendous opportunities for development.However,with the increase in the number of Internet TV business integrated operating licenses,market competition has become increasingly fierce.At the same time,the OTT industry is a product of the Internet age.How to comprehensively use a variety of marketing channels to rapidly expand the market is a new topic for OTT companies.Because the integration of new and old media is directly reflected in the OTT business,the new and old media are two different types of marketing channels,and their corresponding laws,models,and strategies are very different.The outdated marketing system has not adapted to the development of this industry.Traditional marketing strategies are increasingly difficult to support the rapid expansion of the company's needs.K Company,as an industry-influential video platform,is the key to its development of OTT business in developing its cutting-edge OTT business market in segmenting industries.Aiming at the marketing strategy of K company developing OTT business,this article makes a theoretical summary of the research results of new media television at home and abroad,and explores the relevant theoretical foundation of the research.In view of the market environment K Company faces,using the macro-environment,micro-environment and SWOT analysis method,the author analyzes the advantages,disadvantages,opportunities and threats of K Company in OTT development and clarifies the prospect of OTT development and the problems it faces.Based on the characteristics and actual situation of K Company developing OTT,based on the original marketing strategy of Company K,this article elaborates on product,price,promotion and distribution channel.Through the in-depth analysis of the problems existing in K's marketing strategy and its causes,this article realizes that K's current marketing channels and business marketing are in a dilemma during the OTT's introduction period.At the same time,we find the reasons that affect the slow growth of users,the brand effect of promotion,and the product awareness.Combined with the current internal marketing channels of K company and OTT's actual business problems,we propose the phased innovation strategy of diffusion stage,,Diversified product positioning strategy,and finally proposed the above marketing strategy protection measures.This article builds K's marketing strategy and safeguard measures to solve the existing problems in K company OTT process of development,is bound to improve marketing efficiency of OTT business of K company;to promote K company's rapid occupation of OTT market,but also for similar The company provides a reference and reference.