Research on Marketing Strategies for Experiential Products in Streaming Media Format

Abstract

In the digital age, experiential consumption has become the core driver of domestic demand. Experiential products such as movies have shifted from traditional cinemas to streaming platforms. This article mainly employs the case analysis method, using the movie Loss in Russia as an example, integrating the two contents of streaming media and experiential consumption. It explores the marketing strategies of experiential consumption products in the streaming media format. Based on the 4P theory, this article discusses from four aspects: product, location, price, and promotion. With the core content of emotional resonance combined with the free model of streaming platforms and diversified promotional channels, it attracts a large amount of traffic and realizes the business model of traffic monetization.