浅析国内网络直播平台的营销策略_英语论文

Analysis of Marketing Strategies of  Domestic Live Webcast Platforms

摘要

随着网络的进步，网络直播行业逐渐走入人们的生活，近年来各大直播平台从无到有，从小到大，成为网络大家族的新成员。由于各大网络直播平台的竞争日益激烈，以及网民对直播平台的要求越来高，直播平台针对客户群的营销策略的制定以及实施显得尤为重要。

本文首先介绍了推特公司直播平台使网络直播平台从无到有，随后国内各大网络直播平台逐渐兴起，以斗鱼、虎牙、熊猫、风云等知名的国内平台为例，通过对比营销策略的相似点与不同点，揭示了推特对国内的网络直播平台的启示；列举平台建设中出现的种种问题以及其解决这些问题独特的营销策略，这些问题包括管理问题、技术问题、市场定位问题、以及吸引客户群的问题，最重要的就是营销策略的问题，同时也是本文的研究重点。在分析直播平台市场定位以及发展趋势的基础上，最后总结出更加完善的营销策略。

关键词：网络直播平台 市场定位 对比 营销策略

Abstracts

With the progress of network, the webcast industry gradually comes into people’s daily life. In recent years, many live platforms start from scratch and become the new member of network family. As a result of furious competitions of the webcast platforms and the stricter requests from customers, the marketing strategies and implementation of the live platform become particularly important.

This paper introduces Twitter, which first created live online platform, and how it gained a foothold in the live webcast industry. Then it depicts the big domestic network broadcast platforms, which had gradually arisen, taking Douyu TV, Huya TV, Panda TV, Fengyun TV and so on as examples for analysis. By comparing the similarities and differences, in combination with Twitter’s revelation for the domestic network broadcast platform, the thesis analyzes the domestic and international market. On the premise of the analysis, it further digs out the problems and marketing strategies of solving the problems on the management, technology, marketing positioning and the attraction of customers. After analyzing the market positioning and development trend, it finally sums up marketing strategies.

Key words: webcast platform; marketing positioning; marketing strategies

Contents

摘要 4

Abstracts 5

Chapter 1 Introduction 5

1.1 A Brief Analysis on the Webcast Platform Abroad 7

1.2Twitter----the First Webcast Platform 7

1.3 Marketing Strategy of Twitter 8

1.4 The Influence and Enlightenment of Marketing Strategy of Twitter. 9

   1.4.1Marketing Strategy Creativity

   1.4.2Strategy Implementation Effectiveness

Chapter 2 Analysis on Present Webcast Industry 12

2.1The Problems behind the Prosperity 12

2.2The Prospect of Webcast Development 12

Chapter3A Brief Introduction to the Domestic Large Webcast Platforms 15

3.1Douyu TV 15

3.2 Huya TV 15

3.3 Panda TV 16

3.4 Fengyun TV 17

Chapter 4 Comparison of Strategies of Domestic Webcast Platforms and Foreign Webcast Platforms 17

4.1 Similarities 18

  4.1.1Market Positioning Principle

  4.1.2 Purpose

  4.1.3Integrating Marketing

4.2 Differences 20

Chapter5 Conclusion 22

Acknowledgments 23

References 24