中国民营网络视频运营模式研究

发布时间：2018-05-29 14:49

本文选题：网络视频 + 运营模式　；参考：《上海外国语大学》2010年硕士论文

【摘要】： 2010年又是一个网络视频产业投资急剧升温的一年。一直以来,网络视频被认为是一个“烧钱”行业,在网络视频企业经历了断粮、牌照和政策监管等一系列大事件的洗礼,刚刚准备盈利的时候,偏偏又前遇“国家队”发力,后逢传统门户、搜索引擎抢滩,民营网络视频陷入了前后夹击的局面。本文从运营这个角度切入,通过对国家队、大网企队、民营队竞争力的对比分析、现有运营模式的解读以及对未来发展趋势的探索性预计,设计出民营网络视频的突围战略。一方面,从视频分享网站行业发展的角度出发,分析了网络视频行业的发展现状,包括其产业规模、产业发展阶段,以及产业环境,并从监管政策、版权环境、与国家广电和大网络企业的竞争环境来具体细化地分析产业环境;另一方面,把焦点落在民营网络视频企业的运营模式上,先从内容提供商、平台运营商、视频用户、广告主、分销渠道商和技术提供商来分析产业链的构成,再指出产业链的现状,接着从内容模式、技术模式和盈利模式三个方面解析民营网络视频的运营模式。
[Abstract]:2010 is a network video industry investment in a sharp rise in the year. All along, Internet video has been regarded as a "money-burning" industry. After experiencing a series of major incidents, such as grain loss, license plates and policy supervision, Internet video companies have just prepared to make a profit, only to meet the "national team" once again. After every traditional portal, search engine beach, private network video into the situation before and after the attack. From the point of view of operation, this paper designs the breakthrough strategy of private network video through the comparative analysis of national team, large net enterprise team, private team competitiveness, the interpretation of the existing operation mode and the exploratory prediction of the future development trend. On the one hand, from the perspective of the development of video sharing website industry, this paper analyzes the current situation of the network video industry development, including its industrial scale, industrial development stage, and industrial environment, and from the perspective of regulatory policy, copyright environment, To analyze the industrial environment in detail with the competitive environment of national radio, television and large network enterprises; on the other hand, to focus on the operating mode of private network video enterprises, starting with content providers, platform operators, video users, advertisers, Distribution channel providers and technology providers to analyze the composition of the industrial chain, and then point out the current situation of the industrial chain, and then from the content model, technology model and profit model to analyze the private network video operating mode.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206-F

【引证文献】