Marketing Strategy Research On Tencent Video Website

Tencent Video is a comprehensive video content platform,which combines popular movies and TV,entertainment,sports events,news and information.It was officially launched in April 2011.Tencent Video has developed rapidly in recent years.One important factor is its distinctive marketing means.This paper will take the marketing strategy of Tencent Video as the breakthrough point.Firstly,through the literature research method,it puts forward the theoretical basis of this study-4P marketing theory and network marketing theory.At the same time,it expounds the research status of marketing strategy of video at home and abroad.It also uses inductive method to analyze the current situation and development trend of the whole network video industry,clarifies the current situation and development trend of the whole network video industry,and uses the framework of Porter's Five Forces Model to analyze the competitive environment of Tencent Video,including supplier's bargaining power,buyer's bargaining power,potential entrants' threat,substitutes' threat and main competitors.Aspect.Secondly,the internal marketing environment of Tencent Video is analyzed,including the introduction,development status,positioning strategy and profit model of Tencent video.In addition,the current product types and marketing strategies of Tencent video are elaborated.It is pointed out that the product strategies of Tencent video are characterized by serious homogeneity of programs,fast-food consumption of products and lack of interesting advertisements.Problem;Pricing strategy has the same pricing means,which makes it difficult to form competitive advantage;Channel strategy has the problems of simplification of promotion means and shallow utilization of channels;Promotion strategy has the problems of passivation of promotion means and utilitarianism of promotion methods.Finally,according to the existing problems of Tencent video some optimization suggestions are put forward in order to provide some reference value for Tencent video,and also provide reference for other video websites,and even bring some inspiration for the development of the whole industry.In product aspect,Tencent Video should be optimized from three aspects: diversification and differentiation coexistence,individualized additional products discovering user needs and interesting advertisement insertion;pricing should be optimized from two aspects: reducing production cost and enriching payment price system;channel strategy can be innovated and promoted,and multi-screen integration can be continued;layout of intelligent TV terminal Promotion strategies can be optimized from deepening enterprise cooperation,enriching promotion methods,defining market positioning and realizing accurate marketing.