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视频网站的盈利模式及问题研究

发布时间:2011-12-17 16:35 来源:工大在线字号:T|T

  视频网站的盈利模式及问题研究
  
  摘  要
  
  近年来,随着YouTube的兴起以及互联网技术和应用的迅猛发展,网络视频成为新兴的一种传媒行业。中国视频网站就是在这种背景下应运而生的,他们都在追求盈利的同时也在重复做一件事——吸引眼球。中国视频网站到底是怎么盈利的?选择什么样的盈利模式才会有“钱景”呢?这些问题,引发了我对这类网站的盈利模式的重新思考和认识。
  
  本文试图突破目前对网站盈利模式研究的表面性、盲目性,从战略高度来探索视频网站动态盈利模式的选择。论文首先对视频网站的相关理论进行了分析;其次,分析了国内视频网站及其盈利模式的现状与问题;最后对视频网站盈利模式进行新的研究和探索,并对视频网站今后的发展提出展望与建议。
  
  本文是一项理论联系实际的应用型研究,实证数据分析贯穿全文。在研究思路上论文以优酷网盈利模式分析个案为基础,由点及面,以反映中国视频网站的实际盈利模式,并进而为互联网行业内新创业者实现其视频网站商业化运作提供借鉴。
  
  关键词:视频网站,盈利模式,发展趋势,3G战略
  
  Abstract
  
  In recent years, with the rise of YouTube and the rapid expansion of Internet technology and application, web video has become a burgeoning media industry. China's video websites have came into being in this context, they are maximizing profit as well as repeating the same thing-attractting eyeballs. How on earth do China's video websites make a profit? what kind of profit model will have the most promising future? Based on these questions, we rethink and quest the profit model for such sites.
  
  This paper attempts to break through the surface and blindness of the current profit model for websites, explores the dynamic profit model selection for video websites from a strategic vantage point. Firstly, we analyze the related theory for video websites; Secondly, we look into the issue and status quo of the domestic video websites and their profit models; finally, we research and explore the profit models for video websites, as well as make some prospects and recommendations towards future developments for video websites.
  
  This paper is an application research of practice based on theory, which includes empiri- cal data analysis throughout the text. As to research method, this paper is based on analysis on the profit model of Youku.com, from this point ,we reflect the actual profit models for Chin- a’s video websites, thus to provide reference for entrepreneurs of Internet industry to manage their commercial operations on video websites.
  
  Key words: Video websites, Profit models, Trends of development , 3G strategy

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