Keywords
4I theory
Marketing strategy
Submitted : 2024-06-11
Accepted : 2024-06-26
Published : 2024-07-11
Abstract
With the increasing maturity of 5G technology and the comprehensive development of video apps on the Internet, the landscape of video app downloads shows that Migu Video lags behind giants like iQiyi, Tencent Video, Youku, and Mango TV. However, during the Tokyo Olympics and the Beijing Winter Olympics, Migu Video’s focus on sports coverage and commentary led to increased public use and app downloads. This study analyzes the marketing status and strategy of the Migu Video App. It conducts a detailed analysis using the 4I theory – interest, interaction, individuality, and initiative – and proposes a brand marketing strategy tailored for Migu Video. This aims to provide insights into the marketing strategies of other mobile Internet companies.
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