IQiYis Marketing Strategy in the Chinese Market ---Based on the Case of the Light On Theatre

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 iQiYis 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 Theatres competitiveness. A positive online environment can help to enhance the consumers viewing experience, thereby increasing consumer loyalty.