网络视频营销的模式 类型和策略分析-analysis of mode types and strategies of online video marketing.docxVIP

华中科技大学硕士学位论文 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract With the continuous development of the Internet, new media, more and more internet users like networked video in China. The growing influence of video media, networked video marketing has also made great progress in recent years. Networked Video Marketing has its characteristics and advantages, In this article,the author tried to analyze networked video marketing and sort out the mode and type of it,and explore its strategies on this basis. The first chapter is the introduction, pointed out that the topics of the background and significance, as well as the current situation of the domestic and foreign research. The second chapter is an overview of the networked video and networked video marketing, including the definition of networked video and networked video marketing, and pointed out that its features or advantages. The third chapter is to analyze and research marketing mode of networked video. Firstly explain networked video marketing mode , then list the six modes of viral video marketing, advertising placement, implantable video marketing, UGC video marketing, experiential video marketing, E-mail video marketing, and analyze their characteristics and give a model example for case analysis. The fourth chapter is type of networked video marketing analysis and combing. First part is networked video marketing type definitions, then list five types of micro-film marketing, music television(MTV) marketing, animation marketing, self-made drama marketing and networked video advertising marketing, and analyze their characteristics and give a model example for case analysis. The fifth chapter aanalyzes networked video marketing strategy. It was interpreted that the four strategies of integrated marketing communication, creative marketing, linkage marketing communication and interactive experience marketing and it was pointed out that how to use them. Key words： Networked video, Networked video marketing, Marketing type