Research On Marketing Strategy Optimization Of Company B

Since entering the 21 st century,China’s Internet has developed vigorously and demonstrated its strength in various aspects.At the same time,with the development of various technologies and businesses,the market competition for video websites has become increasingly fierce,and a series of difficulties and bottlenecks have gradually emerged.On the one hand,through research and literature review,this article sorts out and summarizes research results related to marketing strategies at home and abroad,and collates big data marketing theories and related online marketing theories,laying the theoretical foundation for this article’s research.On the other hand,I conducted research on the current situation and development trend of foreign video websites and the entire industry,and analyzed the development status of domestic video websites under the Internet environment,including the development of multiple domestic video platforms such as i Qiyi Video and Youku Video,laying a comparative foundation for the following research.This article takes Company B as an example.Firstly,PEST is used to analyze the macro environment in which Company B is located,so as to make a judgment on the current situation and development trend of the industry environment.Then,from the perspective of Company B,analyze its current marketing model,and use the SWOT framework to analyze the competitive environment and current situation of Company B.Then,use the classic 4P theory to evaluate the marketing status,positioning,marketing,and profit model of Company B from the dimensions of product,price,channel,and promotion.Then,through a questionnaire survey,we found that there are problems with the marketing strategy of Company B,mainly including product quality and supervision mechanisms,limited revenue from value-added services such as members,a single profit model,simple marketing channels,lack of innovation,and a single and passive promotion method.Through analyzing the causes of these problems,measures are proposed to improve product quality,promote word of mouth diffusion,control product prices,maintain customer relationships,optimize marketing channels,broaden marketing paths,increase promotion efforts,and achieve precision marketing.It is hoped that these measures can further promote the development of marketing work in Company B,and also provide some ideas for the development of similar enterprises in China.The theoretical contribution of this article is to provide a new analytical framework and optimization path for the Internet video industry using SURE network marketing and other theories.The practical value of this article lies in providing a set of operable and targeted marketing strategies and optimization suggestions for Internet video companies through the case study of Company B,which helps to improve their market competitiveness and profitability.