视频网站“爱奇艺”发展研究

发布时间：2018-07-03 18:31

本文选题：视频网站 + 发展现状　；参考：《曲阜师范大学》2015年硕士论文

【摘要】：大众传播在潜移默化中改变着社会,人们的工作方式和生活方式都在不知不觉中被改变,甚至连传统观念也不例外。而随着网络等的新兴媒体发展起来,大众传播的单向性产生改变,互动性的特征在网络传播中最为显著。人们再也不是单一的围绕电视机被动的接受早已安排决定好的节目顺序和节目内容,而是越来越依附于网络视频网站的发展自主随心地选择想看的内容。这时候,视频网站的出现可以说是大势所趋。越来越多的人看准这个市场,加入到视频网站的建设当中,希望从中分一杯羹。但是竞争是激烈的,淘汰在所难免,各大视频网站费尽心力才争得业内一席之地,但稍微放松那就有可能是为他人做嫁衣裳,所以各视频网站也一直处在变化发展当中。而当“爱奇艺”这个年轻的名字突然强势地出现在我们眼前的时候,给人带来更多的是惊喜和感叹。2010年,“奇艺”视频异军突起,专注于提供免费、高清网络视频服务,坚持“悦享品质”的理念,以“用户体验”为生命,通过持续不断的技术投入、产品创新,为用户提供清晰、流畅、界面友好的观影体验。①2011年改名升级“爱奇艺”品牌,2013年5月7日,更与PPS影音合并,如今的爱奇艺已经成为中国第一影视门户,它之所以能够在四年左右的时间里取得与优酷土豆、搜狐等相抗衡的成就,口碑与盈利共存,其中的成功策略是非常值得国内其他视频网站学习借鉴的。本文将对“爱奇艺”的发展做较深入的研究,从中找到中国视频网站发展的方向。首先,分析探讨爱奇艺产生的背景,即整个视频网站的发展现状,分别从视频网站行业发展的原因、发展的几个阶段、存在问题来进行阐述。然后,分析讨论“爱奇艺”视频的优势,在竞争如此激烈的环境中为何能够异军突起,成为中国第一影视门户网站。本章节为文章的核心部分,主要从爱奇艺的品牌营销策略、用户体验为核心、以及它的广告营销模式和精品自制节目这样几个方面进行综合了解。最后,通过研究“爱奇艺”视频网站的成功,探讨“爱奇艺”的运营特色给中国视频网站带来的启示和引领作用,其中包括:始终坚持守法经营价值观、提高网站自身的竞争能力、完善市场的推广营销能力三个大方面,每个大方面下又详细进行了阐述。分析“爱奇艺”运营特色给中国视频网站的启示和引领作用,能够给整个视频网站提供经验借鉴,使之从爱奇艺的成功找到自己的发展方向,进而促使中国的视频网站建设更快更好的发展。
[Abstract]:Mass communication is changing the society in a subtle way, people's working style and life style have been changed unconsciously, even the traditional concept is no exception. With the development of the new media such as the Internet, the one-way nature of mass communication changes, and the interactive characteristics are most prominent in the network communication. It is no longer a single program sequence and content that has been decided around the passive acceptance of TV, but more and more dependent on the development of network video websites to choose the content they want to see. At this time, the emergence of video sites can be said to be the trend of the times. More and more people see this market, join in the construction of video websites, hoping to get a share of it. But the competition is fierce, the elimination is inevitable, each big video website just struggles diligently to win the industry place, but the slightly relaxed that is likely to do for others to marry the clothes, therefore each video website also has been in the change development. And when the young name "iqiyi" suddenly comes in front of us, it's more of a surprise and a sigh. In 2010, Qiyi video came out of nowhere, focusing on providing free, high-definition online video services. Adhere to the concept of "enjoy quality", "user experience" for life, through continuous technical input, product innovation, to provide users with clarity and fluency, 12011 renamed and upgraded "iqiyi" brand, May 7, 2013, more with the PPS video and audio merger, now iqiyi has become China's first film and television portal, It has been able to compete with Youku Tudou, Sohu and so on in about four years, the word of mouth and profit coexist, among which the successful strategy is very worthy of other domestic video websites to learn from. In this paper, the development of "iqiyi" will be more in-depth research, from which to find the direction of the development of Chinese video websites. Firstly, this paper analyzes the background of iqiyi, that is, the present situation of the whole video website, and explains the reasons of the development of the video website industry, the several stages of the development, and the existing problems. Then, it analyzes the advantages of "iqiyi" video and why it can emerge as China's first video portal in such a competitive environment. This chapter is the core part of the article, mainly from the iqiyi brand marketing strategy, user experience as the core, as well as its advertising marketing model and high-quality home-made programs for comprehensive understanding. Finally, through the research "iqiyi" video website's success, discusses "iqiyi" the operating characteristic to bring the enlightenment and the leading function to the Chinese video website, including: always adheres to the law-abiding management value, Improving the competitive ability of the website and perfecting the marketing ability of the market are discussed in detail. This paper analyzes the enlightenment and leading role of "iqiyi" operation characteristics to Chinese video websites, which can provide experience and reference for the whole video website, so that it can find its own development direction from the success of iqiyi. In turn, promote the construction of China's video site faster and better development.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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