【作者】 高蕾；

【导师】 卢小雁；

【作者基本信息】 浙江大学 ， 传播学， 2009， 硕士

【摘要】 视频分享网站自2005年发展至今,已经成为互联网的主流应用之一。宽带速度的改进、P2P与流媒体技术的运用为其提供了强有力的技术支持,收视的自由和分享的力量为其赢得了众多网民的亲睐,风险投资商们的赏识以及广告主的宠爱为其积攒了厚发的能量。视频分享网站的兴起分流了传统媒体的受众,正在影响着人们的生活方式。通过资料搜集和文献综述研究的方法,本文对视频分享网站的各种观点进行了梳理,从传播学的角度分析了视频分享网站的传播特征,兴起的原因以及带来的影响。借用专业统计公司的调查数据对视频分享网站进行了对比研究,发现优酷网在各方面都要领先于其他视频分享网站,并进而以优酷网作为研究对象做了受众调查问卷分析,内容模式分析以及盈利模式分析。试图从优酷网存在的问题和优势特征来探析整个视频分享网站行业的困境和发展方向,并最终得出视频营销和3G视频将会成为未来视频分享网站的发展之重的结论。此外,本文从政府管理的角度出发,结合国内外视频分享网站的管理经验,对我国政府在完善好法律法规、加强视频分享领域自律,以及倡导视频分享网站的“绿色收视率”等方面进行了有益探索。更多还原

【Abstract】 Video sharing website has been becoming increasingly popular and becoming the leading trend of internet since 2005. It has been strongly supported from the technology of the tremendous gain in speed of broadband, the use of the P2P and Streaming Video. It is popular among the large number of web user because of free playing and sharing. It will keep booming thanks to the dote of the venture capital investment and the advertising. It is diffluenting the receiver of the traditional mass media and changing the way people live.Through searching the database and summarizing the literature, this paper sets out kinds of views on video sharing website, analyses the features, the cause of arise and the impact of the Video sharing website from the Communication perspective. Youku.com is deemed to be leading others in every aspect considering the research database described by the professional statistic company. It tries to analyse the difficult position and the direction of the development of entire Video sharing website industry through the problems and the advantages exist in Youku.com discovered by doing the receiver survey questionnaire, content model analysing and the profit model analysing using Youku.com as the study object. As a conclusion, of the development of the future video sharing website, the video marketing and 3G marketing will up to the leading position. Besides, on the point of view on the bureau management, this paper seeks after the aspects of modifying the laws and rules, enhancing the self-discipline in video sharing field and advocating a "Green audience rating".更多还原