The Research On The Product And Promotion Strategy Of Online Variety Show In Youku

This thesis firstly analyzes the market situation of China's online variety show industry from the macro environment,the current situation and the trend and other aspects of the industry-level analysis,and points out that the online variety show belongs to the emerging entertainment industry,which has been growing rapidly in recent years,its potential is big,the government regulation is becoming more and strict,and the large online video platforms are becoming increasingly competitive,the content presented self-made,large investment,high-quality trend.Secondly,this thesis on the Youku's online variety show market situation from the enterprise profile,the status and problems,marketing and other aspects of the enterprise-level analysis,the online variety show is Youku's competitive one of the core business,its market performance was good,but there are few problems such as slow innovation in self-made programs,ambiguous positioning of programs,single-platform promotion,poor integration,etc.The promotion has such problems as single promotion platform,poor integration of promotion and cross-industry promotion,and lack of fist product programs.Thirdly,through the sampling analysis of Youku's online variety show business data,this thesis portrays the characteristics of user groups and the characteristics of consumer behavior: the focus of the consumer population is third and fourth level cities users,and their demand is similar to that of the first and second level cities users.Then,according to the market situation and the analysis of consumer data,this thesis discusses the market segmentation,market targeting and market positioning of Youku's online variety show three strategies,point out that Youku should focus on the internet generation market segmentation and take secondary market subdivision,Around the "young people" to create "big entertainment",use individual genes and commercial functions set up a market positioning matrix to guide marketing activities.Then,based on the marketing strategy,this thesis discusses how to adjust Youku's online variety show marketing strategy from marketing objectives,products,promotion,security and other aspects.Product strategy adjustments including: increase self-made program innovation,the product focuses on the target population,entertainment content e-commerce,build super shows.Promotion strategy adjustment includes: enriching the promotion media platform,promotion with stars and advertisements,promotion and integration of cross-industry resources,promotion integrate into the Alibaba system.The implemental maintain establish the marketing evaluation indicators to check the effect of marketing strategy adjustment,building a new marketing department to adapt to the big data environment with more information technology ability.Finally,this thesis summarizes and prospects the marketing strategy of Youku's online variety show,and summarizes the integration of Youku's diversified marketing strategy,and makes a prospect for the technical trend of the marketing advertising industry under the internet condition.