Youku marketing strategy analysis?

First of all, the background of this research is analyzed, mainly for the research significance of this paper as well as domestic and international research literature review, so as to lay a solid foundation for the subsequent analysis.

And for the network marketing related theories to organize and summarize, at the same time to define the relevant terms.

With the help of a simple analysis for the development of Youku, and an analysis of the marketing environment of Youku, and a SWOT analysis of its marketing environment.

In addition, the method of questionnaire survey is adopted, so as to investigate and study the effect of current Youku's online marketing, and to find out the problems and reasons of Youku's online marketing.

Finally, from the perspective of the current Youku network marketing development problems, respectively, how to further improve its network marketing work to put forward the corresponding countermeasures.

From the final analysis, it can be found that in the process of Youku's online marketing, there are certain deficiencies in products, prices, channels and promotions, etc. Therefore, it is required that Youku must adhere to the content innovation, price optimization, channel improvement, and enhanced promotions, and ultimately to achieve the development of the Youku website.

I. Business Model

1. Strategic Objectives

Youku.com's "brand slogan" is "Youku, the world is watching", which is specifically interpreted as "watching the world without leaving home. Youku's massive video library has everything you need, whether you watch it or share it, at the same pace as the world, to fulfill your expectations, needs and fantasies about video. Youku's strategic goal is to become the world's largest video repository and one of the most visited video sites in the world.

2. Target Users

Youku.com's target market is dominated by domestic Internet users, and the gender ratio of its customer base is basically the same as that of the overall Internet users; 82% of the Internet users are aged 18-40, and 74% of them are unmarried.

3. Products and Services

Youku.com's products and services include providing users with Provide users with video uploading, video enjoyment, video search, video collection, video comments and so on. Divided by video content, including information, original, TV series, entertainment, movies, sports, music, games, fashion, mother and child, automobile, travel, science and technology, education, life, funny, advertising and other content, it covers a wide range of content. Youku.com summarizes its products and services as "watch, find, play, transmit and shoot".

Second, management mode

1. Organization and human resource management

In terms of organization and management, Mr. Victor Koo, the founder of Youku.com, has received a foreign business education, and after many years of combat and practice in multinational corporations, he has accumulated a wealth of experience in international management and operation, as well as more than eight years of experience in domestic investment and operation. He combines advanced foreign management experience with China's actual situation to form the current management system of Youku.com.

In terms of human resource management, along with the continuous growth of Youku.com, Youku.com's demand for talents is also increasing. Youku.com absorbs talents from all over the country to lay the foundation for the sustainable development of the website.

2, business management

A successful model often depends on a scientific business management model. In Youku.com, its scientific business management is reflected in the comprehensiveness and richness of the content provided by Youku.com. This is its biggest advantage over other video sites in the competition.

3, service and customer relationship management

In the service and customer relationship management, NewEgg.com provides a completely different consumer experience through the "user reviews" and other functions, and attracts specialized users through the characteristics of the product positioning, and in the management of customer information, Youku.com has done a very good job in the history of NewEgg.com, there has not been a customer information management in the history of NewEgg.com. New Egg's history there has been no leakage of customer information.

Three, profit model

Profit is not something that Youku is eager to realize, and what Youku is still trying to do is to increase its investment in order to grab more market share.

1. Video Patch Ads

Video patch ads are especially popular among small and medium-sized enterprises (SMEs), which are more favorable to the network media because of their limited funds and the impossibility of large-scale advertisements on major TV stations. Youku.com has seized this opportunity to attract many small and medium-sized enterprises to place advertisements, increasing its customer base and influence, as well as increasing its profitability.

2. Toll video on demand

Including some interactions with Ali Group in e-commerce as well as Alipay as a means of consumption, including some of the show, including some of the high-definition part of the content in a certain slot, especially in the hot spots inside the possibility of consumption, so that from the advertisement and the consumption of both hands, both hands are hard, and both hands should be grasped.

3. Provide 3G streaming media market service

Wireless Internet based on cell phone, which is called "the fifth media", is facing the transformation from "media" to "media". According to a survey, more than 60% of users have installed Youku clients on their cell phones. Youku has done a lot of product and technology preparation since 2008, whether it is from the client of the cell phone terminal, as well as the website, so in terms of 3G, according to different methods of intervention, you can find Youku.

4. Cooperation between websites and TV stations

The videos uploaded to video sharing websites have become the material for TV stations to produce programs, which undoubtedly brings new opportunities for video websites. If the content of the TV station to the profitability of the complex Internet may only earn eyeballs, but on the contrary, the original video on the Internet can be landed in the TV station, which will mean that Youku began a new mode of profitability to explore.

5. With the help of entertainment variety show, video marketing

Youku cowman ceremony for the staging will be in order to have Master Kong, Wahaha, Heineken, Carlsberg and so on the sponsorship of the major advertisers, each type of cowman sects to a large extent to attract advertisers, in the field of video with a vast market, the growth of ratings will be increasingly fast. For Youku, the video sharing site began to explore a variety of profit models, including online advertising, user service fees, and other diversified attempts to show in the video content from the early days of free sharing to the commercialization of the transition efforts to the business model is getting closer and closer to the maturity of the day.

6. Core competence

Youku.com has different effective ways to find videos, has the most complete, fastest and best video database, has strong financial and technical advantages as the basis, adhering to the product concept of "the fastest is the king", focusing on the user experience, and constantly improving its service strategy, its outstanding "fast play, fast play, fast play, fast play, fast play, fast play, fast play, fast play, fast play, fast play, fast play, fast play", "fast play, fast play, fast play, fast play, fast play, fast play, fast play". With its outstanding product features of "fast playback, fast publishing and fast search", Youku fully satisfies the growing diversified interactive needs of users. Youku's core competencies are what make it the leading video site in China.

7. Related Activities

Youku.com has built a platform for spreading love on the Internet through the unique form of video network platforms to convey love and carry out public welfare assistance, and has implemented effective network assistance programs to popularize the concept of public welfare.

Fourth, the competitive advantage

1. Financial advantage

Youku.com has world-class venture capital support, is one of the few domestic video field to obtain more than 100 million yuan of investment in the website. Investors include SutterHillVentures, the oldest venture capital firm in Silicon Valley, Farallon Capital, one of the world's largest investment funds with more than $16 billion under management globally, and ChengweiVentures, China's only homegrown, evergreen fund. Characterized by strong capital and vision, these investment institutions have provided sufficient ammunition for Youku.com's sound and orderly long-term development strategy.

2. Technical Advantage

With the support of a perfect technical platform, Youku.com has become the video sharing website with the highest online viewing fluency rate in China. For China's complex telecommunication environment, the precise traffic monitoring and deployment system down to the second-tier cities, a combination of self-built and cooperation, ensures that Youku.com has become the video sharing website with the highest online viewing fluency rate in China. More than 60% of the company's total number of senior technical staff, supplemented by professional user experience and user interface engineers, to ensure that the page and content in the most innovative, simple and timely manner, to reach the user's eyes. Without technical support, everything is just a cloud.

3. Product Advantage

Youku.com highlights the remarkable feature of simplicity and ease of use, Youku.com plays on the 50G bandwidth reserve guarantee, the characteristics of fast video clip playback, and is the fastest video publishing platform for netizens.

a. Content sources:

Content uploaded by registered users. Purchase of movies and TV programs. Youku's self-produced programs have also become an important addition to its content.

b.Three core resources support:

Mass-marketed videos are the resources that are at the core of Youku.com's operation.

c. User Intervention:

The refined video is refined through the user's own participation in the interactive part of the video playback. To attract attention to the two-way or even multi-directional flow of resources, to achieve the purpose of re-dissemination. And the new resources formed by users will also become the growth point of Youku's profit in the future.

4. Brand Advantage

Youku has solidly occupied a dominant market position in terms of comprehensive brand recognition, ahead of other websites in the same industry. In a survey of Internet users' favorite video sharing brands with the highest user recognition, 25.65% of Internet users chose Youku.com.

5. User Advantage

Youku has a large number of valuable users with spending power. Second only to Tencent, it has become the second most effective browsing time for Chinese netizens' daily visits. In terms of video viewing time, Youku occupies 35% of the market share, twice as much as the second place. The president of Youku put forward the concept of "Return on Attention", which is to gather the attention resources of netizens, and design and form new resources to operate on a user-oriented basis.

6. Advantages of cooperation

Expanding the width of cooperation, realizing the complementary resources between media, and brand **** win. For example, Youku cooperates with Sina Weibo and with Renren. With their power in their respective fields, the benefits will be magnified. More and more traditional media focus on the user attention and civilianized humanistic care brought by Youku.com, and have joined hands many times to play the interactivity of online media and the communication power of traditional media, which strengthens the communication effect of the strong cooperation of comprehensive media. In addition, Youku.com users have repeatedly played the "photographer" focus on hotspots, the pursuit of the truth of social awareness, for the cooperative media to provide program material sources, and play a role in enriching the media coverage.