| Bestv is an online video content platform based on the high-quality content of Oriental satellite TV.Its strategic goal is to solve all kinds of problems in the transformation of traditional media industry in the new media environment,and explore a way to build its own platform and its own media ecosystem.However,due to the fierce competition in the online video platform market,the head platform occupies the vast majority of user resources,Bes TV is faced with the problems of low popularity,lack of users and low stickiness.This marketing project will aim at these problems,based on the special advantages of Bes TV,together with the main purpose of enhancing popularity and increasing the number of users,to product a completed promotion plan.Based on the integration and analysis of the main literature,the content of this promotion plan includes seven parts: the formulation of promotion and marketing purpose,internal product analysis,external industry analysis,communication strategy,marketing activities,budget and effect evaluation.Among them,the internal product analysis insight Bes TV characteristics,advantages and positioning;the external analysis of the industry to find the market gap,and combined with the two SWOT analysis,set marketing objectives and marketing methods,further communication strategy and marketing activities planning,and complete the design of the content of the text,concept poster,in order to achieve increased exposure,expand visibility,and strengthen the interaction with users,so as to complete the transformation of innovation and survive in this competition. |
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