Research On Marketing Strategy Of We Media Brand "YiTiao"

In recent years,the domestic mobile Internet has achieved rapid development in digitization,networking,and intelligence.In this context,We Media has gradually become an important part of People's Daily life with its low threshold and pan-entertainment form.However,in today's all-encompassing and complicated We Media field,with the change of consumer consumption habits and different personal preferences,the degree of competition among We Media brands has gradually intensified.How to accurately understand the obstacles of brand development,take effective marketing strategies to achieve the promotion of brand value and sustainable development has become a problem that We Media brands must consider.This article takes the life aesthetics We Media brand "Yiao Tiao" as the research object,sorts out and summarizes the brand's marketing strategy based on 4V marketing theory,Combined with relevant analysis,it points out the existing shortcomings of "Yiao Tiao" and proposes corresponding optimization measures to help "Yiao Tiao" establish the core competitiveness of the brand and achieve long-term development.In this article,We Media marketing,4V theory and "Yiao Tiao" were firstly sorted out.Next,a brief introduction is made to "Yiao Tiao" and a general analysis of its industrial chain.Then use the PEST analysis method to conduct a comprehensive and systematic analysis of its macro environment,The micro-marketing environment is expounded from three aspects: "Yiao Tiao" self-media,online e-commerce and offline stores.Later,based on "Yiao Tiao" marketing environment,the 4V theory is used to analyze the marketing strategy of "YiTiao" from four aspects of "Variation","Versatility","Value" and "Vibration",Finally,based on the above analysis,it sums up the deficiencies of "Yiao Tiao" marketing strategy,and proposes optimization measures suitable for its marketing strategy.That is,insist on deep cultivation of content;take multiple measures online and offline to strengthen the building of brand culture;Focus on the main business and improve the level of income and deepen interaction with users."YiTiao" has been developing for many years in the We Media industry.As a brand with greater influence in the We Media field in recent years,it has rich experience in brand image shaping,marketing and communication.At present,in addition to the We Media business,"YiTiao" also extends to e-commerce,offline stores and other business segments,trying to promote the brand's "life aesthetics" to the lives of the general public.Therefore,the marketing strategy analysis of "YiTiao" is not only beneficial to the development of the brand itself,it is helpful for other We Media brands and traditional industries to learn and reference.I hope that the research of this article can bring thinking to "YiTiao" and the We Media industry,and that“YiTiao” can spread aesthetic culture better into people's lives.