爱奇艺品牌营销策略研究  

Research on the Brand Marketing Strategies of iQIYI

作　　者：芮文清 RUI Wen-qing(Hunan Agricultural University,Changsha 410000,China)

机构地区：[1]湖南农业大学,长沙410000

出　　处：《中小企业管理与科技》2020年第35期92-94,共3页Management & Technology of SME

摘　　要：随着电子设备的普及和互联网的发展,人们的娱乐方式变得更加丰富。其中,视频网站逐渐取代电视机成为人们观看电视剧、综艺等视频内容的第一平台。然而,随着越来越多视频网站的产生,如何提升品牌的竞争力,让品牌脱颖而出成为许多平台思考的问题。论文以爱奇艺品牌营销为研究对象,对其营销方式进行了简要分析和总结,并对其中存在的问题提出了建议。With the popularity of electronic equipment and the development of the internet,people's ways of entertainment become richer.Among them,video websites have gradually replaced television to become the first platform for people to watch TV dramas,variety shows and other video contents.However,with the emergence of more and more video websites,how to enhance the competitiveness of the brand and make the brand stand out has become a problem for many platforms to think about.Taking the brand marketing of iQIYI as the research object,this paper briefly analyzes and summarizes its marketing methods,and puts forward suggestions for the existing problems.

关 键 词：品牌定位 品牌营销 爱奇艺 视频网站 

分 类 号：G206[文化科学—传播学] F273.2[经济管理—企业管理]