| The emergence of OTT has enabled TV to have both Internet media attributes,and its user scale has shown a trend of continuous and rapid growth.In our country,the number of users who have activated the intelligent television has reached 227 million by the first half of 2020,in which the penetration rate for the family that has connected Internet has reached 86%.In this context,new players such as TV media and mobile media have entered the game,and competition in the OTT industry has continued to intensify.However,with the continuous improvement of control policies and the continuous growth of the OTT industry,it will be very difficult for the seven integrated broadcast control licensees who at the core of the OTT industry chain to obtain stable and profitable growth based on license resources alone.How to adjust marketing strategies and build differentiated core competitiveness is imminent.This paper,taking C license company as the research object,explored three problems,including "the current business situation and market environment of Company C","what kind of valuable customer should be served by the resources" and "the way to better provide service to the target customer ".The main contents are:(1)Referred to the literature on two-sided market and video website marketing,the article sorts out the business of audio-visual of company C,and analyzes the problems in marketing strategy through questionnaire survey;To solve the existing problems,it takes advantage of the PEST model and the six-element model of micro-marketing environment to carry out the research on the macro and internal micro typical features of the operation environment of Company C.Then,it makes application of the SWOT analysis matrix to obtain the conclusion that Company C should adopt the "twist strategy",so as to construct the differentiated competitive advantage.(2)The OTT audio-visual market is subdivided from the perspective of the consumer in line with the core content STP theory of strategic marketing.From the analysis,it gets the conclusion that the audio-visual platform of Company C should choose high level intellectuals users as its core target market on the basis of facing the omnimedia users.After analyzing its competitors' positioning in an all-round way,it takes into account of its own advantages to re-position the market for the audio-visual platform of Company C by taking the big screen as the center of the circle,and the integrated development as the concept,so as to create the international integrated video service platform full of feelings and quality.(3)According to the market positioning,based on the 4Ps marketing theory and twosided market perspective,the content supply side and user demand side of the platform are improved from the four dimensions of product,price,place,and promotion,aiming to expand the content reserve and user scale.In terms of product,Company C should adopt a diversified and differentiated content strategy to enrich the platform's high-quality content,and strengthen the experience of users from operation to terminal,so as to gather and attract users to make constant consumption;In terms of price,it has the necessity to optimize the settlement rules as well as reward and punishment mechanism with the content supplier,in the meantime,refines VIP products,innovatively designs large screens to integrate members,and enrich VIP price system.In terms of place,it should innovate promotion methods centered on Internet communication to strengthen content marketing effects,and deploy mobile terminals to achieve multi-screen integration.In terms of promotion,enriching the promotion methods of VIP products,and further strengthening platform brand building to enhance competitiveness and influence.There are 36 figures,9 tables,and 52 reference articles in this paper. |
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