视频网站品牌建设和营销策略调查研究-以爱奇艺为例(附调查问卷)
视频网站品牌建设和营销策略调查研究-以爱奇艺为例(附调查问卷)(论文17000字)
摘要
国外YouTube视频网站的成功激发了视频网站行业的灵感。随着互联网技术的提高，互联网用户数量稳步增长，视频用户达5亿，意味着行业竞争变得更加激烈。因此，前瞻性的品牌建设策略对于大型视频网站公司的成功至关重要。
本文基于视频行业的发展现状与竞争格局，以爱奇艺视频为例，对爱奇艺视频的优势，劣势，机会，威胁重点分析；同时，通过在网络上发放问卷对爱奇艺的品牌形象进行问卷调查。根据SWOT分析的结果和问卷调查得到的数据归纳出爱奇艺视频网站在当前发展中面临的困境和需要改进的方面，以帮助其更好地进行品牌建设工作，为网站的进一步发展和完善提供建议。同时，它提供了国内视频网站行业的品牌建设参考。
通过理论分析和问卷调查结合理论和问卷调查研究结论，得出爱奇艺视频网站在品牌建设过程应该把重心放在进行创新和差异化战略、调整盈利模式以及提升用户体验上，以实现品牌建设效果的最大化。
关键词：视频网站品牌建立用户满意度爱奇艺视频
Investigation and Research on Brand Building and Marketing Strategy of Video Websites —— Taking Aiqiyi Video as an Example
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ABSTRACT
The success of the YouTube video website overseas has stimulated the development of the video website industry. With the maturity of Internet technology, the number of Internet users has increased steadily, with as many as 500 million video website users. Therefore, the forward-looking brand building strategy has become the key to the success of major video website operators.
Based on the development status and competition pattern of the video industry, this article takesiQiyi video as an example to analyze the advantages, disadvantages, opportunities and threats of iQiyi video.At the same time, Conduct an online survey of iQiyi's brand image.According to the results of the SWOT analysis and the data obtained from the questionnaire, I summarized the difficulties and needs of the iQiyi video website in the current development to help them better carry out the brand building work and provide further development and improvement of the website. Suggest. Meanwhile, At the same time, it also provides suggestions for brand building of domestic video websites.
Through theoretical analysis and questionnaires and theoretical and questionnaire survey conclusions, it can be concluded that the iQiyi video website should focus on innovation and differentiation strategies. adjust profit model and enhance user experience in brand building process to achieve brand building. Maximize the effect.
Key words：Vedio website;Brand building;User satisfaction;iQiyi video website
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目录
摘要 I
ABSTRACT II
第一章 导论 1
1.1 研究背景 1
1.2 论文研究目的及意义 2
1.3 研究方法 3
1.3.1 研究内容 3
1.3.2 研究路线与方法 3
1.4 品牌的定义 5
第二章 文献综述 7
2.1 国外研究综述 7
2.2 国内研究综述 8
第三章 爱奇艺视频发展现状和品牌形象问卷调查 10
3.1 爱奇艺视频发展现状分析 10
3.1.1 爱奇艺视频发展现状概述 10
3.1.2 爱奇艺视频的SWOT分析 12
3.1.3 爱奇艺视频的品牌传播策略分析 15
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3.2 爱奇艺视频品牌形象的问卷调查分析 18
3.2.1 问卷调查目的 18
3.2.2 爱奇艺视频网站品牌形象调查问卷 18
3.2.3 问卷统计分析 19
第四章 爱奇艺视频网站的分析结论及对策 27
4.1 爱奇艺视频网站的分析结论 27
4.2 爱奇艺视频网站提升品牌的对策 28
第五章 研究展望 30
参考文献 31
致谢 34
附录 35
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