【作者】 张莉；

【导师】 周刚；

【作者基本信息】 天津大学 ， 公共管理（MPA）（专业学位）， 2016， 硕士

【摘要】 2012年中国的视频网站第一次超越搜索服务,成为互联网第一大应用,这也标志着视频化信息将成为我国信息时代新的引领者。近年来“内容为王”逐渐成为各家视频网站的核心,逐年跳跃式增长的内容版权成本,也成为困扰各家视频网站的难题。如何突破现有的盈利模式,解决付费用户基数小,转化率低,留存率低,续费率低等问题,成为各家关注的焦点。虽然经过几年付费业务的发展,但是从目前国内总体情况来看,各家视频网站均是亏损的状态,国内视频网站付费业务仍有很长的路需要探索和挖掘。本文以互联网视频付费业务发展战略的研究为题,主要从以下几个方面进行研究。首先,对付费视频网站进行相关概念性介绍。其次,对付费视频网站当前发展所面临的困境进行分析,营收困境、内容困境、付费用户困境三个方面进行归纳总结。用SWOT矩阵分析法,从打造多元化生态圈、打造差异化蓝海策略、服务全面满足用户需求三个角度来解决视频网站付费业务的困境。最后,对付费视频网站及网络视频行业的未来发展之路进行思考。文中指出付费视频网站的前景被逐渐看好,未来视频网站的盈利模式将更为多元化;视频网站也将从产品业逐渐转型为服务业,实现产业的全面升级。对于网络视频行业今后的发展之路,笔者认为内容差异化、细分受众市场将成为整个行业的制胜关键点。总之,本文以国内外知名视频网站付费业务为重点研究对象,以个人工作经验为基础参考相关国内外文献从付费业务的缘由、现状、问题等多个角度进行全方位研究,并提出科学的付费业务发展战略来突付费业务盈利模式。更多还原

【Abstract】 2012 Chinese video site for the first time beyond the search service,becoming the first major application of the Internet,which also marks the video information will become the new leader in the information age.In recent years,"content is king" has gradually become the core of various video sites,content copyright costs increase by leaps and bounds every year,has become a problem plagued various video sites.How to break the existing profit model,solve paying user base is small,low conversion rate,retention rate,renewal rate and other issues become the focus of attention each.Even after years of paying business development,but overall from the current domestic situation,various video sites are state losses,the domestic video sites paid services still have a long way to exploration and mining.Research paper paying Internet video business development strategy title,mainly from the following aspects.First,the charge depends on a conceptual overview of the relevant station.Secondly,the paid video site development difficulties currently faced by the analysis,revenue plight plight content,subscribers plight summarized in three aspects.Using SWOT matrix analysis,from the ecosystem to build a diversified,blue ocean strategy to create differentiated,comprehensive services to meet the needs of users to address the plight of three angles video site-paid service.Finally,the future development of the road network and premium video website video industry thinking.The paper pointed out that the prospects are gradually paid video site optimistic about the future of the video site will be more diversified profit model;video site will also benefit from the gradual transformation into products industry services,a comprehensive industrial upgrading.For the future development of the road network video industry,we believe that the content of differentiation,market segment will be the key to winning the whole industry.In short,this article well-known video site pay business-focused study,based on personal experience with reference to the relevant literature carried out comprehensive research from multiple angles paying business reasons,current situation,problems and propose paying science business development strategy to suddenly pay business profit model.更多还原