基于价值网理论的视频网站商业模式研究

发布时间：2018-04-17 18:18

本文选题：价值网 + 视频网站　；参考：《河北大学》2017年硕士论文

【摘要】：视频网站是近几年得以迅速发展的互联网服务,成为炙手可热的互联网应用之一,它们为用户提供了各种各样的视频服务,研究表明,未来4年,中国将有7亿人观看网络视频,凸显了巨大的发展潜力,中国视频网站市场正在飞速发展,但是企业盈利面临着的层见迭出的挑战和困难,作为新媒体的产物,视频网站不断的在蜕变自己,在复杂的问题和困境面前,视频网站运营商用顽强的生命力战胜各种坎坷,积极地应对各种各样的困难。可是目前,视频网站巨大运营成本的投入,缺乏有力的盈利模式,内容雷同和粗糙降低用户粘性,宽带成本高,昂贵的版权费等问题,并且,视频网站纷纷在版权、用户体验、广告、内容等方面展开激烈竞争。不管从任何角度出发,中国视频网站的发展都无法回避一个本质的问题,那就是企业价值和顾客价值的实现,这是一个企业蓬勃发展的基石。本文试图通过对目前我国主要视频网站的分析,以价值网理论为依据,从价值网的视角,对视频网站价值创造的过程进行分析,明确产生价值增值的原因和环节,并要求企业建立相应的价值网商业模式,去获取应有的价值,提升视频网站的竞争力,以适应多变的市场环境,获得更多的用户和市场发展空间,满足社会日益增长的信息化需求,我国的视频网站需要从商业模式的各方面做出战略性调整,视频网站价值网商业模式研究对推动我国视频网站的可持续发展具有重要意义,从而打造立体、开放的视频网站生态,与各界伙伴合作共赢。本文在结构上主要分为四部分对视频网站的价值网商业模式进行研究:第一是国内外对视频网站商业模式的研究成果,提出要研究的问题和结构,对视频网站的概念、分类和发展历史进行总结;第二是对价值网理论以及分析框架进行描述;第三,在此基础上,本文借助价值网理论对视频网站的价值主张,结构元素和地位进行阐述并分析得出视频网站的价值网商业模式,从而得出视频网站价值的创造过程,有效捕捉到视频网站价值网商业模式的运行机制,通过不断的提高资源整合能力,形成多元化的盈利模式;最后,总结出视频网站在价值网下商业模式发展的新趋势,对提升视频网站商业模式适应性具有重要指导和实践意义。
[Abstract]:Video websites are one of the most popular Internet applications in recent years. They provide users with a variety of video services. Research shows that, in the next four years,There will be 700 million people watching online video in China, which highlights the great potential for development. The Chinese video website market is developing rapidly, but the emerging challenges and difficulties of corporate profits are emerging as a product of new media.Video website is constantly changing itself, in the face of complex problems and difficulties, video site operation business tenacious vitality to overcome all kinds of obstacles, actively deal with various difficulties.However, at present, the huge operating costs of video websites, the lack of a strong profit model, the similarity and roughness of content to reduce user stickiness, the high cost of broadband, the expensive royalties, and so on. Moreover, video websites have one after another in copyright, user experience, and so on.Advertising, content and other aspects of fierce competition.No matter from any point of view, the development of Chinese video websites can not avoid an essential problem, that is, the realization of enterprise value and customer value, which is the cornerstone of the vigorous development of an enterprise.Based on the theory of value net, this paper attempts to analyze the process of value creation of video website from the perspective of value net, and make clear the reasons and links of the value added, through the analysis of the main video websites in our country at present, and based on the theory of value net, this paper analyzes the process of value creation of video website.It also requires the enterprise to establish the corresponding value net business model, to obtain the due value, to enhance the competitiveness of the video website, to adapt to the changing market environment, and to obtain more users and market development space.To meet the increasing information needs of the society, the video websites in China need to make strategic adjustments from various aspects of the business model. The research on the commercial model of the video website value net is of great significance to promote the sustainable development of the video website in China.So as to create a three-dimensional, open video site ecology, and partners from all walks of life win-win cooperation.The structure of this paper is divided into four parts: first, the domestic and foreign research results of the video website business model, put forward the problems and structure to be studied, the concept of video website.Classification and history of development are summarized; the second is to describe the theory of value net and the analysis framework; third, based on the theory of value net, this paper makes use of the theory of value net to advocate the value of video website.The structure element and position are expounded and the commercial model of value net of video website is analyzed, and the process of creating value of video website is obtained, and the running mechanism of commercial mode of value net of video website is captured effectively.Through the continuous improvement of the ability of resource integration to form a diversified profit model. Finally, this paper summarizes the new trend of the development of the video website under the value net business model, which has important guidance and practical significance to enhance the adaptability of the video website business model.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

【参考文献】