市场营销-视频软件会员消费情况及营销策略研究——以广东药科大学（中山校区）为例论文.docxVIP

视频软件会员消费情况及营销策略研究 ——以广东药科大学（中山校区）为例 【摘要】 在视频软件不断尝试拓宽视频会员付费制的盈利模式下，仍旧存在产品交互性弱，会员服务与权益性价比低，部分新会员权益市场接受度不足以及联名会员产品宣传力度不足等问题。为提高视频软件会员在大学生群体中的消费力度，本文将以广东药科大学（中山校区）为例，运用问卷调查法和对比分析法对大学生群体的视频会员消费情况进行问卷调查以及对各视频软件会员服务特点进行对比分析，找出大学生视频会员的消费特点。在这基础上，运用4P理论对视频会员制的营销策略展开讨论和分析，探寻视频会员营销策略改进的建议与方法，希望对视频软件会员营销的发展有一定的参考价值。 【关键词】视频会员营销；策略；分析；对策 Research on consumption and marketing strategy of video software members ——Take Guangdong Pharmaceutical University (Zhongshan campus) as an example [Abstract] Under the condition that video software constantly tries to broaden the profit model of video membership payment system, there are still problems such as weak product interaction, low cost performance of member services and rights, insufficient market acceptance of some new member services and insufficient product publicity of joint members. In order to improve the consumption of video software members in college students, this paper will take Guangdong Pharmaceutical University (Zhongshan campus) as an example, use the questionnaire survey and comparative analysis method to carry out a questionnaire survey on the consumption of video members in college students and a comparative analysis of the service characteristics of each video software member, to find out the consumption characteristics of video members of college students. On this basis, this paper uses 4P theory to discuss and analyze the marketing strategy of video membership system, and explores the suggestions and methods for improving the marketing strategy of video membership, hoping to have some reference value for the development of video software membership marketing. [Key words] video member marketing; marketing strategy; comparative analysis; investigation and analysis 目 录TOC \o 1-3 \h \u 1. 绪论 1 1.1 研究背景与意义 1 1.2 国内外研究现状 1 1.2.1 国内研究现状 1 1.2.2 国外研究现状 1 1.3 研究思路与方法： 2 1.3.1 研究思路 2 1.3.2 研究方法 3 1.4 理论基础： 3 1.4.1 4P理论 3 2. 国内视频软件会员制发展状况 4 2.1 视频软件会员付费制的基本概念与现状 4