本研究以中国流媒体平台爱奇艺的营销策略为主要研究内容，试图从营销管理的角度解读爱奇艺能够在市场竞争中脱颖而出的原因，以供相关企业借鉴参考。 本研究首先采用PEST框架、波特五力模型分析了中国流媒体长视频行业所处的宏观环境和行业竞争情况，发现了在宏观环境下机会与挑战并存，行业竞争激烈且集中在几家大型流媒体平台，最重要的是面临着新进入者和替代品的威胁，买家议价能力较强，且行业中主要玩家的商业模式基本雷同，均采用混合模式。 其次，在通过对市场环境的分析后，本研究也同时分析了爱奇艺自身优劣势、机会和威胁，发现了爱奇艺通过数年的版权积累和内容自制，形成了具有一定护城河的优势，但是营收结构较为单一，且会员模式和广告模式存在一定程度互斥是爱奇艺商业模式的劣势，爱奇艺必须抓住内容行业具有独创性的特点和企业盈利的契机，加强爱奇艺自制内容的竞争力，才能持续在竞争中赢得市场份额和机会。 再次，本研究重点通过营销定位瓶模型，分析爱奇艺的营销策略，并以热门电视剧《狂飙》为例，解读爱奇艺在内容营销策略上的实践。爱奇艺针对全年龄段的男女性目标用户，将自身营销定位点放在了提供高品质的内容和视听享受服务上，围绕着营销定位点进行产品和服务的设计，并根据定位点规划了推广传播的属性组合，同时为了实现这一定位点，构建内部关键流程，并且重点调整组织架构，方便关键流程能够顺利推进，进而实现营销的最终目标。 最后，本研究在总结了爱奇艺营销策略的优点之外，也对爱奇艺面临的挑战和风险做出了一定提示，并给予了建议。爱奇艺作为中国流媒体长视频行业的领先企业，他的成长和发展对中国流媒体长视频行业来说有着重要的参考意义，希望本研究能对其他流媒体长视频行业的营销决策提供一些思考和帮助。
This study focuses on the marketing strategy of IQIYI, a Chinese streaming media platform, and attempts to interpret the reasons why IQIYI can stand out in market competition from the perspective of marketing management, so as to provide reference for relevant companies. First, this study used the PEST framework and Porter‘s five forces model to analyze the macro environment and industry competition of China‘s long-form streaming video industry. It found that opportunities and challenges coexist in the macro environment, and industry competition is fierce and concentrated in several large-scale. The most important thing for streaming media platforms is that they face the threat of new entrants and substitutes. Buyers have strong bargaining power, and the business models of major players in the industry are basically the same. Secondly, after analyzing the market environment, this study also analyzed IQIYI’s own strengths, weaknesses, opportunities and threats, and found that IQIYI has formed a certain moat advantage through years of copyright accumulation and content self-production, but IQIYI‘s revenue structure is relatively single, and the membership fee model and the free advertising model are mutually exclusive to a certain extent, which is the disadvantage of IQIYI’s business model. IQIYI must seize the originality of the content industry and corporate profit opportunities, and strengthen the competitiveness of IQIYI‘s self-made content, in order to continue to win market share and opportunities in the competition. Thirdly, this study focuses on analyzing IQIYI‘s marketing strategy through the marketing positioning bottle model, and takes the popular TV series "Cyclonus" as an example to interpret IQIYI‘s practice in content marketing strategies. IQIYI targets male and female target users of all ages, and places its marketing positioning on providing high-quality content and audio-visual enjoyment services. It designs products and services around the marketing positioning points, and plans based on the positioning points. Promote the combination of attributes of communication, and at the same time, in order to achieve this positioning point, build internal key processes, and focus on adjusting the organizational structure to facilitate the smooth advancement of key processes, thereby achieving the ultimate goal of marketing. Finally, in addition to summarizing the advantages of IQIYI‘s marketing strategy, this study also gave certain tips and suggestions on the challenges and risks faced by IQIYI. As a leading company in China‘s long-form streaming video industry, IQIYI‘s growth and development have important reference significance for China‘s long-form streaming video industry. I hoped that this study can provide some thoughts and help for marketing decisions in other streaming long video industries.
