爱奇艺营销策略研究.docxVIP

爱奇艺营销策略研究 内 容 摘 要 爱奇艺视频是由全球最大的中文搜索引擎百度创立的，于2010年4月22日正式上线。成立至今，始终秉承“悦享品质”的品牌理念，为了满足受众个性化需求，进行不断发展和变化，展开了一系列的创新型营销， 并发展成为网络视频行业的领军企业。爱奇艺在最近几年获得快速发展，其中最重要的因素之一就是它极具特色的营销手段。 本文将以爱奇艺营销策略作为研究主题，通过文献调查法、案例分析法等，提出相关网络营销理论，利用4P营销理论等理论基础对爱奇艺的竞争环境进行研究分析。分析视频网站行业和爱奇艺发展现状，阐明视频网站行业面临的营销问题；接着主要分析爱奇艺目前的发展状况和各种营销策略；最后根据其营销策略中存在的问题以及具有优势的营销策略方案，提出相应优化建议。通过对爱奇艺营销策略分析，其中包含爱奇艺的发展现状、自身定位、盈利模式等方面，总结出更多的视频营销理念，合适爱奇艺的营销策略和成功案例经验，以期为视频网站行业提供有益的参考。 关键词：爱奇艺视频；视频网站行业；营销策略； Research on iQIYI marketing strategy Abstract IQIYI video was founded by Baidu, the worlds largest Chinese search engine, and officially launched on April 22, 2010. Since its establishment, it has always adhered to the brand concept of enjoyable quality. In order to meet the personalized needs of the audience, it has carried out a series of innovative marketing and developed into a leading enterprise in the online video industry. Iqiyi has achieved rapid development in recent years, one of the most important factors is its unique marketing means. This paper takes iqiyis marketing strategy as the research topic, puts forward the relevant network marketing theory through literature survey and case analysis, and studies iqiyis competitive environment based on 4P marketing theory. This paper analyzes the development status of video website industry and iqiyi, and expounds the marketing problems faced by video website industry; then it mainly analyzes iqiyis current development status and various marketing strategies; finally, according to the existing problems in its marketing strategies and the marketing strategies with advantages, it puts forward corresponding optimization suggestions. Through the analysis of iqiyis marketing strategy, including iqiyis development status, self positioning, profit model and other aspects, summed up more video marketing concepts, suitable iqiyis marketing strategy and successful case experience, in order to provide useful reference for the video website industry. Key words: IQIYI video; Video