新媒体背景下腾讯视频的4P营销策略研究

Research on Tencent Video’s 4P Marketing Strategy in the Context of New Media

随着互联网的发展,我国各行各业都发生了变化,视频行业也发生了巨大的变化。高质量已经成为消费者对于产品的一个高阶追求。视频行业目前应该调整自己的营销方式,如何在新媒体背景下为企业制定适当的营销策略已经成为每家企业高管需要考虑的问题。本文以腾讯视频为研究对象,根据4P营销理论,分别从产品、价格、渠道和促销方面研究其营销现状,找到营销策略中存在的问题,最后制定出适当的营销策略,旨在提高腾讯视频的市场占有率、客户粘性和客户忠诚度。

With the development of the Internet, various industries in China have undergone changes, and the video industry has also undergone tremendous changes. High quality has become a high-level pursuit of consumers for products. The video industry should currently adjust its marketing methods, and how to develop appropriate marketing strategies for enterprises in the context of new media has become a problem that every company’s executives need to consider. This article takes Tencent Video as the research object, and based on the 4P marketing theory, studies its marketing status from product, price, channel, and promotion aspects, identifies the problems in marketing strategies, and finally develops appropriate marketing strategies, aiming to increase Tencent Video’s market share, customer stickiness, and customer loyalty.