Research On Precision Marketing Of Youku Network Drama

In recent years,a large number of network dramas emerged and made significant development in terms of both quantity and quality,which provided a boost to the market share and competitiveness of video broadcast websites.In the early stage,due to the high flexibility,low cost,high earnings and fast return of network dramas,each main video website hoped to gain competitive advantage and profit growth through the launch of network dramas.Youku hit the market with the share of 53.92 billion views,close to the sum of Tencent Video(32.21 billion)and IQIYI(22.75 billion),with the introduction of the concept of "super drama" in 2017.Are there any laws of success to Youku network drama? Is its success portable to other video sites?Reviewing the past literature,the study of network dramas mostly focused on: cause of rising,theme and content,its relationship with traditional media,as well as the analysis of online video industry,the brand establishment of video site,etc.However,the study of network dramas based on precision marketing is relatively less.Based on the analysis framework of precision marketing,this article will take Youku network drama as the research object,with a view to provide precision marketing reference to domestic network dramas.This paper starts with the consumers of network dramas.Through the description of consumer demographics and consumption habits of network dramas,it can be found that women aged 18-35 constitute the major consumption subject of network drama,and their behavior characteristics include five aspects as follow: the contact selection,the themes preference,the viewing way,the payment behavior,and the interactive behavior.Secondly,this article discusses the characteristics of Youku network drama in three primary stages: germination,transformation and innovation,and analyzes its internal marketing environment based on its strengths and weaknesses.The PEST analysis and Porter's Five Forces Model are used to analyze the external marketing environment.Finally,the article uses SWOT analysis to complete the integration of marketing resources.In the stage of marketing strategy analysis,big data acquisition analysis is used to segment the Youku network drama market.Secondly,the target market is selected,and the consumption behavior of the target consumers is analyzed based on SICAS model,which is mainly divided into five stages: Sense,Interest & Interactive,Connect & Communication,Action and Share.The behavior process is characterized by consumer interest and deep-seated interaction.Finally,Youku can make market positioning strategies based on the above analysis.Finally,based on the view of 4P and 4C marketing theory,this paper analyzes the marketing of Youku network drama through four angles namely product and consumer,price and cost,place and convenience,promotion and communication.From the aspect of Product,it is important to make the network drama diversified to meet various demands of customers.From the aspect of Price,a high value-added member rights may be provided by investigating the maximum cost for which consumers can pay.From the aspect of Place,convenient terminal services must be provided to adapt the trend of time fragmentation.From the aspect of Promotions,a friendly and stable relationship with consumers must be constructed through interaction and communication.Finally,the whole process of marketing must be controlled and managed to ensure the realization of closed-loop management of precision marketing.