腾讯视频是一款聚合热播影视、综艺娱乐、体育赛事、新闻资讯等为一体的综 合视频内容平台，于 2011 年 4 月正式上线运营。腾讯视频在近几年获得快速发展， 一个重要的因素其特色鲜明的营销手段。本文将以腾讯视频的营销策略作为切入点， 首先通过文献研究法，提出了本文研究的理论基础——4P 营销理论和网络营销理论， 同时对视频网站营销策略研究的国内外研究现状进行阐述。并采用归纳的方法对前 整个网络视频行业现状及发展趋势进行分析，明确目前整个网络视频行业现状及发 展趋势，并利用波特五力模型的框架对腾讯视频的竞争环境进行分析，包括供方议 价能力、买方议价能力、潜在进入者威胁、替代品威胁和主要竞争对手这五个方面。 其次，对腾讯视频的内部营销环境进行分析，包括腾讯视频的简介、发展现状、 定位策略、盈利模式等方面，此外对腾讯视频目前的产品类型，营销策略现状进行 阐述，并指出腾讯视频目前产品策略存在节目同质化现象严重、产品快餐式消费、 广告缺乏趣味性的问题；定价策略存在产品定价手段雷同，难以形成竞争优势的问 题；渠道策略存在推广手段单一化 、渠道利用程度浅的问题；促销策略存在促销手 段被动化、促销方式功利化的问题。 最后，根据腾讯视频目前存在的问题，提出优化建议，以期能给腾讯视频提供 一些参考价值，同时也为其他视频网站提供了参考和借鉴，或可为整个行业的发展 带来了一定的启示。在产品方面腾讯视频应该从采取多元化和差异化并存、以个性 化的附加产品发现用户需求、广告插入趣味化这三方面进行优化；定价方面从降低 制作成本 、丰富付费价格体系 这两方面进行优化；渠道策略可以从创新推广手段、 继续实施多屏融合；布局智能电视端、全面升级打造会员等级体系这三个方面入手； 促销策略 可以从深化企业合作力度，丰富促销方式 、明确市场定位，实现精准营 销这两方面进行优化。 关键词，视频网站行业;腾讯视频;定位策略;4P 营销策略腾讯视频营销策略研究 II Abstract Tencent Video is a comprehensive video content platform, which combines popular movies and TV, entertainment, sports events, news and information. It was officially launched in April 2011. Tencent Video has developed rapidly in recent years. One important factor is its distinctive marketing means. This paper will take the marketing strategy of Tencent Video as the breakthrough point. Firstly, through the literature research method, it puts forward the theoretical basis of this study - 4P marketing theory and network marketing theory. At the same time, it expounds the research status of marketing strategy of video at home and abroad. It also uses inductive method to analyze the current situation and development trend of the whole network video industry, clarifies the current situation and development trend of the whole network video industry, and uses the framework of Porter's Five Forces Model to analyze the competitive environment of Tencent Video , including supplier's bargaining power, buyer's bargaining power, potential entrants'threat, substitutes' threat and main competitors. Aspect. Secondly, the internal marketing environment of Tencent Video is analyzed, including the introduction, development status, positioning strategy and profit model of Tencent video. In addition, the current product types and marketing strategies of Tencent video are elaborated. It is pointed out that the product strategies of Tencent video are characterized by serious homogeneity of programs, fast-food consumption of products and lack of interesting advertisements. Problem; Pricing strategy has the same pricing means, which makes it difficult to form competitive advantage; Channel strategy has the problems of simplification of promotion means and shallow utilization of channels; Promotion strategy has the problems of passivation of promotion means and utilitarianism of promotion methods. Finally, according to the existing problems of Tencent video some optimization suggestions are put forward in order to provide some reference value for Tencent video, and also provide reference for other video websites, and even bring some inspiration for the development of the whole industry. In product aspect, Tencent Video should be optimized from three aspects: diversification and differentiation coexistence, individualized additional products discovering user needs and interesting advertisement insertion; pricing should be optimized from two aspects: reducing production cost and enriching payment price system; channel strategy can be innovated and promoted, and multi-screen integration can be continued; layout of intelligent TV terminal Promotion strategies can be optimized from deepening enterprise cooperation, enriching promotion methods, defining market positioning and realizing accurate marketing. Key words: Video website industry;Tencent Video;positioning strategy;4P marketing strategy.腾讯视频营销策略研究 目 录 摘要..........................................................................................................................I Abstract .......................................................................................................................II 目 录...........................................................................................................................1 1 绪 论........................................................................................................................1 1.1 研究背景..................................................................................................................... 1 1.2 研究意义..................................................................................................................... 2 1.2.1 理论意义....................................................................................................................................2 1.2.2 实践意义....................................................................................................................................2 1.3 研究内容及方法.......................................................................................................... 2 1.3.1 研究内容....................................................................................................................................2 1.3.2 研究方法....................................................................................................................................4 2 文献综述..................................................................................................................8 2.1 国内外研究综述........................................................................................................... 8 2.1.1 国外研究综述............................................................................................................................8 2.1.2 国内研究综述............................................................................................................................5 2.1.3 研究述评.................................................................................................................................10 2.2 相关理论基础..............................................................................................................11 2.2.1 4P 营销理论............................................................................................................................11 2.2.2 网络营销理论..........................................................................................................................11 3 腾讯视频营销外部环境分析 ...................................................................................9 3.1 宏观环境分析............................................................................................................... 9 3.1.1 政策环境....................................................................................................................................9 3.1.2 经济环境....................................................................................................................................9 3.1.3 社会环境..................................................................................................................................10 3.1.4 技术环境..................................................................................................................................10