摘要/Abstract

近年来，随着在线视频行业整体的高速发展，由网络平台播出的自制视频发展势头迅猛。其中由优酷网制作播出的脱口秀《晓说》一上线就得到了网友的广泛关注，并产生了持久的网络热度和社会效应。究其原因，《晓说》独特的营销策是其成功的重要因素。本文运用4V营销理论，从差异化、功能弹性化、附加价值化、共鸣四个方面对《晓说》营销策略进行了深入分析，为网络自制视频节目长远发展提供借鉴。

In recent years, with the rapid development of online video industry overall development momentum, network self-produced video program had developde rapidly. Among them，broadcast talk show 'Morning Call' produced by Youku, has been widespread concern netizens, and produced a lasting heat network and social effect. The reason, the unique marketing strategy of 'Morning Call' is an important factor for its success. This paper mainly focuses on 4V marketing theory, from the four aspects of Variation, Versatility, Value, Vibration. With the analysis of 'Morning Call,' this papar would provide reference to the network self-produced video program long-term development .