S公司UGC业务发展策略研究

发布时间：2018-01-14 02:01

本文关键词：S公司UGC业务发展策略研究　出处：《北京工业大学》2016年硕士论文　论文类型：学位论文

更多相关文章： 互联网视频 UGC PGC 波士顿矩阵 SWOT

【摘要】：众所周知,互联网作为全球经济发展的重要组成部分,已全面渗透到经济社会的各个领域,成为生产建设、经济贸易、科技创新、公共服务、文化传播、生活娱乐的新平台。互联网视频产品的出现更具有其代表性。中国互联网视频行业自启动以来,经历了行业的爆发、低迷以及上市热潮几个阶段后,逐步走向行业的升级调整期,经过数年的培养,网络视频已经成为互联网主要的应用领域之一,成为人们获取信息、娱乐观赏、分享生活不可或缺的工具之一。虽然互联网视频行业的发展非常迅速,但其背后的一些问题也值得我们关注。互联网视频企业发展至今已有十多年,目前已经从几年前的300多家减少到现在为数不多的几家,国内视频网站在近几的年时间里已淘汰了90%以上。究其原因,无外乎两个:巨大的版权和带宽成本、较为单一的盈利模式,这两个因素导致了互联网视频企业一直以来都是以烧钱的模式在维持运营,盈利微薄甚至亏损。在这种情况下,互联网视频的UGC运营模式以其“低廉的成本”、“病毒式的传播速度”、“迅速引爆热点的能力”以及“高额的广告收益”,成为互联网视频企业盈利的主要增长点,也成为互联网视频企业的兵家必争之地。本文以互联网视频企业的典型代表S公司为研究对象,采用实证分析的方法对其UGC业务的发展现状进行了研究,对UGC业务的9项指标进行了分析,从而总结出了UGC业务存在的4方面问题,即“业务布局不到位、PGC产品关注度不够”、“PGC产品分布不均匀”、“视频质量参差不齐、高质量CP较少”以及“高质量视频生产频次有待提升”。之后运用波士顿矩阵、SWOT分析法等,对UGC业务从产品、市场和生产3个维度进行了分析和发展方向的定位;最后根据分析结果,为S公司UGC业务的发展制定了9项策略,即建立“建立‘草根’+‘专业作者’的UGC业务系统”、“拓宽目标市场范围、关注国家指导领域”、“树立PGC行业标杆”、“挖掘更多优秀CP”等等。研究表明,UGC业务是为互联网视频企业带来盈利的版块,销售增长率较高,是企业需要重点投入进行运营的业务。互联网视频企业需要根据自己的短板,有针对性的制定UGC的发展策略,在产品和市场定位准确的情况下,不但要使产品在“质”上争先,还要从“量”上取胜,从而提高自己企业的竞争力。希望本文的研究可以为S公司和其他科技型企业提供一定的参考。
[Abstract]:As we all know, the Internet, as an important part of the global economic development, has penetrated into all fields of economic and social development, become production and construction, economic and trade, scientific and technological innovation, public services, cultural dissemination. Life entertainment new platform. The emergence of Internet video products is more representative. China's Internet video industry has experienced the outbreak of the industry since its inception, the downturn and the listing boom after several stages. After several years of training, network video has become one of the main application areas of the Internet, become people to obtain information, entertainment and viewing. Although the Internet video industry is developing very rapidly, some problems behind it are worth our attention. Internet video companies have been developing for more than a decade. At present has reduced from a few years ago more than 300 to the few now, domestic video sites in recent years has been eliminated more than 90%. There are no more than two: huge copyright and bandwidth costs, a relatively simple profit model, these two factors have led to the Internet video companies have been burning money mode in the maintenance of operations. Profit is meagre even loss. In this case, the UGC operation mode of Internet video with its "low cost", "viral spread speed". "the ability to quickly detonate hot spots" and "high advertising revenue" has become the main growth point of the profit of Internet video companies. This paper takes S Company, a typical representative of Internet Video Enterprise, as the research object, and uses the method of empirical analysis to study the development status of UGC business. This paper analyzes nine indexes of UGC service, and concludes four problems existing in UGC service, that is, "the service layout is not in place and the product concern is not enough". "uneven distribution of PGC products", "uneven quality of video, less CP of high quality" and "frequency of high quality video production need to be improved". The UGC business from the product, market and production of three dimensions were analyzed and the orientation of the development direction; Finally, according to the results of the analysis, 9 strategies for the development of UGC business of S Company are made, that is, to establish the UGC business system of 'grassroots' and 'professional author', and to broaden the scope of target market. Pay attention to the national guiding field "," set up PGC industry benchmark "," excavate more excellent CP "and so on. The research shows that UGC business is a profitable section for Internet video companies, and the sales growth rate is high. Internet video companies need to develop the development strategy of UGC according to their own short board, in the case of accurate product and market positioning. In order to improve the competitiveness of our enterprises, we should not only strive for the quality of the products, but also win from the quantity. I hope that the research in this paper can provide some reference for S Company and other science and technology enterprises.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F49

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