Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 48 , 01 December 2023
Open
Access | Article
iQiYi’s Marketing Strategy in the Chinese Market ---Based on the Case of the Light On Theatre
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Abstract
Streaming platforms are popular in China, with many streamers competing with each other; one of the famous streaming services in China is iQiYi. 2020 saw the launch of iQiYi’s own production of theatre: the Light On Theatre. As the first suspense drama theatre, analysing its marketing strategy can help better understand the main marketing objectives for future suspense dramas in China. This paper takes Light On Theatre as a case study and uses the 4c model to analyse the reasons why it has competitiveness in the Chinese streaming market. This paper analyses the Light On Theatre using each element of the 4c model (consumers, cost, convenience, and communication) and provides some recommendations on the results of these analyses. It concludes that the success of Light On Theatre stems from a focus on consumer experience and gives some suggestions to help maintain Light On Theatre’s competitiveness. A positive online environment can help to enhance the consumer’s viewing experience, thereby increasing consumer loyalty.
Keywords
iQiYi, 4C model, the light on theatre, streaming service
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-143-8
- ISBN (Online)
- 978-1-83558-144-5
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/48/20230427
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited