Research On The OTT TV Payment Business Marketing Strategy For W Company

It is obviously to see the subversive changes brought by high-tech to human life.The birth of Internet TV is one of the typical examples of technology changing human life.In the past,we always watched TV whatever it show.Today's Internet TV make us to choose the program that we want to watch.In addition we can watch TV when we have the time.The audience changes from passive role to active role.With the gradual standardization of network video management system,content payment has become the mainstream mode of watching network video.people's cultural needs led to the rapid development of Internet TV payment industry.The rich and timely content meets the needs of users to watch programs.Payment business is the main revenue business of Internet TV operation.It is a derivative of the development of the times,the development of human cultural needs and the standardization of relevant copyright laws.Do a good job of payment business is to make Internet TV business go on develop.Payment business is also an important and indispensable part of Internet TV industry.W company is a representative Internet TV enterprise in the context of the Internet era.Taking W company as an example,by using 4Ps marketing theory and SWOT analysis method,the problems of W company's payment business are analyzed.Combining with the development of the enterprise itself and the external environmental factors,the problems of W company's payment business are summarized as follows: unclear user positioning,no target market planning,inadequate precision marketing,unstable platform users and so on.The thesis also puts solution of precision marketing with STP strategy.On the basis of 4Ps theory makes a combination marketing strategy.It include that focus in children's program operation,copyright security management,product price analysis,optimize process of online payment,online and offline marketing channels,diversification of promotion methods,make user to get a habit of payment.It points out the development direction of W company's payment business and puts forward suggestions for improvement.