视频网站付费生态构建研究

发布时间：2018-01-22 08:33

本文关键词： 视频网站付费生态生态要素生态构建　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：在线视频是文化产业的重要分支——内容产业中极其重要的一部分。近几年,互联网的发展使得在线视频出现"井喷"现象。而作为在线视频的播放平台——视频网站的盈利、发展,为人们所关注。本文以视频网站的盈利模式之一——付费为切入点,从视频内容、用户、价格、渠道、技术等内部因素,以及政策、版权、文化等外部环境进行多维度分析,试图构建内外循环通畅的视频网站付费生态。首先,本文对"视频网站"、"付费生态"等相关概念进行了梳理,并将二者进行融合,解释了 "视频网站付费生态"的具体内涵,即包含内容生产、用户消费、反馈分解、外部环境的生态关系,覆盖视频网站运营的上、中、下游。其次,本文在梳理了国内视频网站发展历程、现状以及视频网站付费模式的发展进程后,提出了视频网站付费生态的影响要素(内部要素:内容、用户、反馈,外部要素:政策、市场、硬件、技术),并针对视频网站付费生态的要素进行多维度分析。此外,针对以上要素的影响程度,本文对中美两国视频网站(中国:腾讯视频、爱奇艺、优酷土豆、乐视,美国:Netflix、Amazon视频、HuluPlus)的付费生态在进行国别内的纵向对比外,进一步进行国际间的横向对比,从而总结出视频网站付费生态的共性与个性。最后,本文以视频网站这一微观视角出发,从定价、内容、权益、渠道、营销、合作等角度进行视频网站付费生态的内部构建,又从内容监管、版权问题、硬件政策支持等宏观角度进行付费生态的外部构建,从而形成内外循环、联动的视频网站付费生态。本文从"付费生态"这一视角对视频网站的盈利模式进行了一次系统化、整体化的分析和研究,而这一课题的重大意义和实践经验远不限于此。理论来源于实践,并用于指导实践,这一课题也将伴随着实践的发展不断修正、完善。
[Abstract]:Online video is an important branch of the cultural industry-an extremely important part of the content industry. In recent years. The development of the Internet makes online video appear "blowout" phenomenon. And as the online video playing platform-video website profit, development. This paper takes one of the profit models of video websites-payment as the entry point, from the video content, users, prices, channels, technology and other internal factors, as well as policy, copyright. Culture and other external environment of multi-dimensional analysis, trying to build a smooth internal and external circulation of video sites pay ecology. First, this paper comb the "video site", "paid ecology" and other related concepts. And the fusion of the two, explained the specific connotation of "video website payment ecology", that is, including content production, user consumption, feedback decomposition, the ecological relationship of the external environment, covering the video website operation of the upper, middle. Secondly, after combing the development of domestic video websites, the current situation and the development process of the payment mode of video websites, this paper puts forward the factors (internal elements: content, users) of the payment ecology of video websites. Feedback, external factors: policy, market, hardware, technology, and multi-dimensional analysis of the video site pay ecological elements. In addition, in view of the impact of the above factors. This paper focuses on video websites of China and the United States (China: Tencent Video, iqiyi, Youku Tudou, Letv, US: Netflix x Amazon video. HuluPlus) pay ecology in the country of vertical comparison, further international horizontal comparison, so as to sum up the video site pay ecological commonness and individuality. Finally. This article from the video website this microscopic perspective, from the pricing, content, rights and interests, channels, marketing, cooperation and other aspects of the video website payment ecology internal construction, and from the content supervision, copyright issues. The external construction of the payment ecology is carried out from the macro angle such as hardware policy support so as to form the internal and external circulation. This paper systematically analyzes and studies the profit model of video website from the perspective of "paying ecology". The great significance and practical experience of this subject is far from limited. The theory comes from practice and is used to guide practice, and this subject will be revised and perfected with the development of practice.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124

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