Research On The Development Strategy Of Mango TV Advertising Resources

At present,the development pattern of domestic video websites tends to be stable,and Ayouteng leads the industry market.IQIYI,Tencent Video and Youku Video have their own unique advantages in technical strength,data resources,content reserves and platform traffic,as well as strong support from parent companies in the development of advertising resources.The overall strength of their platforms is far superior to other video websites.Mango TV,as a closely followed video website,has developed rapidly in recent years with differentiated content territory and operation strategy.In the state of continuous losses of Aluten,Mango TV has achieved continuous profits in recent years,which is one of the less profitable video websites in China.And the main source of its income is advertising and member income,especially advertising income occupies half of the country,affecting the development of the website.Mango TV has formed its own status quo of advertising resources by constantly innovating advertising products,establishing programmed advertising business,exploring marketing ecology through multiple channels,and creating "IP+" marketing plan with unique platform characteristics.By comparing the status quo of advertising resources of i QIYI,Youku and Tencent video,this paper analyzes the content,users and platform,and summarizes the main characteristics of Mango TV advertising resources development as follows: Mango TV has strong core competitiveness of high-quality original content and distinct advertising advantages;The platform is user demand-oriented,and the development of advertising resources is highly targeted.The platform operation strategy of network linkage has high value of advertising resources.However,the development of advertising resources of Mango TV has encountered some bottlenecks at present.Firstly,the market environment of Mango TV is complex,and the advertising market is divided up.Next it is content section is onefold,affect advertisement to put in,affect advertisement to release.And the frequency of advertising is high,ignoring the user experience;Finally,the platform Internet attribute is weak,lack of technical strength,and the database resources are scarce,the advertising effect is not good.In order to improve the unfavorable situation of Mango TV in the development of advertising resources,Mango TV can start from the following aspects: from the perspective of platform attributes,technology can enhance the strength of the platform;Multi-party cooperation to enhance advertising operation effect;Create exclusive content e-commerce platform,create a new way of advertising cooperation.Starting from the content resources,excellent culture goes abroad to develop the international advertising market;Continue to output high-quality content,improve the brand value of content;Open content creation,diversified advertising resources development;Starting from the user section,we should not only pay attention to the good experience of users,but also cultivate paying members.At the same time,we should build the vertical ecosystem layer of users,and always innovate and develop advertising resources with users as the center.These methods can not only enhance the value of Mango TV's advertising resources,but also further expand the advertising business of Mango TV,and promote the sound and sustainable development of Mango TV.