近年来，网络视频行业发展非常迅速，其行业的用户规模一直呈增长趋势， 网络视频行业已经成为一块炙手可热的蛋糕并引来多方争夺。不仅互联网公司将 网络视频作为入口而激烈竞争，被称为国家队的广电系企业以及专业影视公司也 对这一领域开始进军，网络视频行业市场竞争愈演愈烈。S 公司是一家国有影视 公司，为更好的应对互联网带来的时代机遇，在原有影视剧的基础上，推出了基 于网络视频的 APP 产品。虽然，S 公司视频 APP 业务取得了一定的发展，但目前 也面领着诸如用户规模增加缓慢，内容资源匮乏，现有用户活跃度不高等营销效 果不佳方面的难题。 本文以 S 公司为研究对象，首先围绕网络视频营销、4P 和 4C 营销组合、STP 营销理论进行了国内外研究现状综述和理论梳理，为本文研究奠定理论基础。接 着对 S 公司视频 APP 产品营销现状进行了归纳，采用问卷调查法对 S 公司视频 APP 产品的用户进行问卷调查，并根据问卷调查的结果找出 S 公司视频 APP 产品 营销策略存在的问题，包括视频内容资源匮乏，视频产品体验不佳，与用户沟通 渠道窄，视频分销渠道单一。进而从三个方面挖掘存在问题的原因。在对 S 公司 视频 APP 产品宏观营销环境分析和行业竞争环境分析的基础上，明确需要进一步 强化 S 公司视频 APP 产品市场定位。同时针对 S 公司视频 APP 产品营销存在的问 题，以 4C 营销理论为基础，即以用户为中心作为思维基础，对标用户的欲望与 需求、用户愿意支付的成本、用户的便利性、与用户的沟通四个方面，提出了 S 公司视频 APP 产品的营销优化策略以及相应的营销保障措施。 关键词：视频 APP 产品，移动互联网，4C 营销策略Abstract In recent years, the development of network video industry is very rapid, and the scale of users in the industry has been growing. The network video industry has become a hot cake and attracted many competitions. Not only Internet companies take network video as their entrance and compete fiercely, but also radio and television enterprises and professional film and television companies, known as the national team, start to enter into this field, and the market competition of network video industry is increasingly fierce.S company is a state-owned film and television company. In order to better respond to the era opportunities brought by the Internet, based on the original film and television series, it launched the app product based on network video.Although the video app business of S company has made some progress, it is also facing some problems such as slow increase of user scale, lack of content resources, low activity of existing users and poor marketing effect. This paper takes s company as the research object. Firstly, it summarizes the domestic and foreign research status and theoretical combing around the network video marketing, 4P and 4C marketing mix, STP marketing theory, which lays a theoretical foundation for this study.Then it summarizes the current marketing situation of S company's video app products, uses the questionnaire survey method to survey the users of S company's video app products, and finds out the existing problems of the marketing strategy of S company's video app products according to the results of the questionnaire survey, including the lack of video content resources, poor video product experience, narrow communication channels with users, and single video distribution channels.Then from three aspects to explore the causes of the problems. Based on the analysis of the macro marketing environment and industry competition environment of S company's video app products, it is clear that the market positioning of S company's video app products needs to be further strengthened.At the same time, in view of the problems existing in the marketing of S company's video app products, based on 4C marketing theory, that is, taking the user as the center as the thinking basis, this paper puts forward the marketing optimizationstrategy and corresponding marketing guarantee measures for s company's video app products from four aspects: the desire and demand of the target user, the cost that the user is willing to pay, the convenience of the user and the communication with the user. Keywords：video productAPP; mobile Internet; 4C marketing strategy目录 第 1 章 绪论.......................................................................................................................................1 1.1 研究背景与研究意义..........................................................................................................1 1.1.1 研究背景...................................................................................................................1 1.1.2 研究意义...................................................................................................................2 1.2 文献综述..............................................................................................................................3 1.2.1 国外网络视频营销研究现状...................................................................................3 1.2.2 国内网络视频营销研究现状...................................................................................3 1.3 研究内容与研究方法..........................................................................................................7 1.3.1 研究内容...................................................................................................................7 1.3.2 研究方法...................................................................................................................8 1.4 论文创新点..........................................................................................................................9 第 2 章 相关理论基础.....................................................................................................................10 2.1 营销组合理论....................................................................................................................10 2.1.1 4P 营销组合.............................................................................................................10 2.1.2 4C 营销组合............................................................................................................10 2.2 STP 营销理论.....................................................................................................................12 第 3 章 S 公司概况与视频 APP 产品营销策略现状..................................................................... 14 3.1 S 公司概况..........................................................................................................................14 3.2 S 公司视频 APP 产品的营销策略现状............................................................................15 3.2.1APP 产品功能定位红色正能量主题.....................................................................15 3.2.2 APP 产品内容定期更新......................................................................................... 16 3.2.3 支付积分可以观看 APP 视频...............................................................................16 3.2.4APP 产品合作方多元化......................................................................................... 17 3.2.5 通过线上线下的方式进行宣传推广.................................................................... 17 第 4 章 S 公司视频 APP 产品营销策略问题和原因分析.............................................................19 4.1 关于 S 公司视频 APP 产品用户问卷调查......................................................................19 4.1.1 调查问卷设计.........................................................................................................19 4.1.2 调查问卷的信度和效度检验................................................................................ 194.1.3 用户群体类型分析.................................................................................................20 4.1.4 用户群体行为分析.................................................................................................22 4.2 S 公司视频 APP 产品营销策略问题................................................................................27 4.2.1 视频内容资源匮乏.................................................................................................27 4.2.2 视频产品体验不佳.................................................................................................28 4.2.3 与用户沟通渠道窄.................................................................................................28 4.2.4 产品分销渠道单一.................................................................................................28 4.3 S 公司视频 APP 产品营销策略存在问题的原因............................................................29 4.3.1 营销观念落后..........................................................................................................29 4.3.2 缺乏清晰的战略定位和路径规划........................................................................ 29 4.3.3 营销组织架构不完善.............................................................................................30 第 5 章 S 公司视频 APP 产品营销环境分析..................................................................................32 5.1 视频 APP 产品营销宏观环境分析..................................................................................32 5.1.1 政治环境分析.........................................................................................................32 5.1.2 经济环境分析.........................................................................................................33 5.1.3 技术环境分析.........................................................................................................34 5.1.4 社会环境分析.........................................................................................................34 5.2 视频 APP 产品行业环境五力模型分析..........................................................................35 5.2.1 行业内竞争激烈......................................................................................................35 5.2.2 潜在进入者威胁度较弱..........................................................................................36 5.2.3 供应商议价能力很强.............................................................................................37 5.2.4 购买者力量差异明显..............................................................................................37 5.2.5 替代品威胁度一般..................................................................................................37 第 6 章 S 公司视频 APP 产品营销策略优化建议及保障措施.....................................................39 6.1 S 公司视频 APP 产品营销策略优化建议........................................................................39 6.1.1 强化 S 公司视频 APP 产品市场定位...................................................................39 6.1.2 满足目标用户产品及视频内容需求.................................................................... 40 6.1.3 减少用户的时间成本.............................................................................................41 6.1.4 提高用户使用的便捷性.........................................................................................42 6.1.5 与用户互动，引导用户生产内容........................................................................ 446.2 S 公司视频 APP 产品营销策略保障措施........................................................................45 6.2.1 完善营销组织建设.................................................................................................45 6.2.2 构建营销底层业务规则与内容服务体系............................................................46 结论与展望.......................................................................................................................................48