Research On Marketing Strategy Of Tencent Video's Membership

With the rapid development of China's economy and the continuous improvement of people's living standards,people's demand for cultural products is getting higher and higher,and the video website industry,as a popular cultural product of the people,is developing rapidly.However,after several years of fierce competition and development,video websites still have not gotten rid of the quagmire of loss.How to reduce costs to achieve profitability is a difficult problem perplexing the video website industry.At this time,the membership system of video website as a kind of foreign video website industry verified and feasible way of profit points out the direction of the development of the video website industry,for the long-term development of video website is of great significance.However,in the process of localization implementation of membership system of domestic video websites,there are some problems such as insufficient marketing means,insufficient marketing methods and insufficient effective marketing strategies,such as the high price of member payment,insufficient member rights and interests,and insufficient member experience.How to optimize the marketing strategy of membership system and improve the attractiveness of members to users is a difficult problem that all video websites need to solve urgently.As a leading video website platform in China,Tencent Video has developed rapidly in recent years.The number of paid members and financial data are at the leading level in the industry.According to the 2019 annual performance report released by Tencent Holdings,the number of paid value-added service accounts of Tencent's digital content increased by 12% year-on-year to 180 million,among which the number of paid members of Tencent video increased to 106 million,maintaining the industry-leading level in terms of content,users and financial data.Full-year operating losses narrowed to below Rmb3 bn,well below peers.Behind this excellent performance,can not leave Tencent video's membership system effective operation.This paper takes Tencent Video as the research object,starts from the marketing of its member business,focuses on its development status,membership system,external environment,marketing methods and other aspects to conduct a comprehensive combing,looking for the shortcomings of its membership system,such as the lack of precision marketing,high cost of acquiring members.Aiming at the shortcomings of the its marketing using the SWOT method to its strengths,weaknesses,opportunities and threats were analyzed,and by using the STP analysis through the market segmentation,target market and market positioning,to analyze the present situation of Tencent video marketing in the business,according to Tencent video index of annual report data and determine the target market segment and market positioning.Then,starting from the 7P marketing strategy,it puts forward reasonable suggestions for the problems sorted out.For example,to improve the rights and interests of members and enhance the quality of services;Create rights and interests alliance,enhance the attraction of members;Optimize the content of the platform to enhance the core competitiveness;Innovate marketing means,expand membership scale,etc.Finally,on this basis,it puts forward the concrete ways to implement marketing strategies to guarantee and effectively protect the rights and interests of members.It is expected to promote the healthy development of Tencent video membership system and form a virtuous circle,help Tencent video out of the dark haze of loss,and provide reference for the marketing and development of the membership business of other domestic video websites in the same industry.