Marketing Strategy Analysis of Migu Video App Based on 4I Theory  

作　　者：Binli Zhang 

机构地区：[1]Faculty of Business Administration,Rajamangala University of Technology Pranakorn,Bangkok 10300,Thailand [2]College of Economy and Management,Suihua University,Suihua 152061,Heilongjiang Province,China

出　　处：《Proceedings of Business and Economic Studies》2024年第3期1-5,共5页商业经济研究（百图）

基　　金：Suihua University 2022 Project“Exploration and Practice of the Connotation Construction of Agricultural Product Circulation Discipline Professional Cluster”(Project No.2022007)。

摘　　要：With the increasing maturity of 5G technology and the comprehensive development of video apps on the Internet,the landscape of video app downloads shows that Migu Video lags behind giants like iQiyi,Tencent Video,Youku,and Mango TV.However,during the Tokyo Olympics and the Beijing Winter Olympics,Migu Video’s focus on sports coverage and commentary led to increased public use and app downloads.This study analyzes the marketing status and strategy of the Migu Video App.It conducts a detailed analysis using the 4I theory-interest,interaction,individuality,and initiative-and proposes a brand marketing strategy tailored for Migu Video.This aims to provide insights into the marketing strategies of other mobile Internet companies.

关 键 词：Migu Video App 4I theory Marketing strategy 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]