本文選題：視頻網(wǎng)站 + 發(fā)展現(xiàn)狀�。� 參考：《曲阜師范大學》2015年碩士論文

【摘要】：大眾傳播在潛移默化中改變著社會,人們的工作方式和生活方式都在不知不覺中被改變,甚至連傳統(tǒng)觀念也不例外。而隨著網(wǎng)絡(luò)等的新興媒體發(fā)展起來,大眾傳播的單向性產(chǎn)生改變,互動性的特征在網(wǎng)絡(luò)傳播中最為顯著。人們再也不是單一的圍繞電視機被動的接受早已安排決定好的節(jié)目順序和節(jié)目內(nèi)容,而是越來越依附于網(wǎng)絡(luò)視頻網(wǎng)站的發(fā)展自主隨心地選擇想看的內(nèi)容。這時候,視頻網(wǎng)站的出現(xiàn)可以說是大勢所趨。越來越多的人看準這個市場,加入到視頻網(wǎng)站的建設(shè)當中,希望從中分一杯羹。但是競爭是激烈的,淘汰在所難免,各大視頻網(wǎng)站費盡心力才爭得業(yè)內(nèi)一席之地,但稍微放松那就有可能是為他人做嫁衣裳,所以各視頻網(wǎng)站也一直處在變化發(fā)展當中。而當“愛奇藝”這個年輕的名字突然強勢地出現(xiàn)在我們眼前的時候,給人帶來更多的是驚喜和感嘆。2010年,“奇藝”視頻異軍突起,專注于提供免費、高清網(wǎng)絡(luò)視頻服務(wù),堅持“悅享品質(zhì)”的理念,以“用戶體驗”為生命,通過持續(xù)不斷的技術(shù)投入、產(chǎn)品創(chuàng)新,為用戶提供清晰、流暢、界面友好的觀影體驗。①2011年改名升級“愛奇藝”品牌,2013年5月7日,更與PPS影音合并,如今的愛奇藝已經(jīng)成為中國第一影視門戶,它之所以能夠在四年左右的時間里取得與優(yōu)酷土豆、搜狐等相抗衡的成就,口碑與盈利共存,其中的成功策略是非常值得國內(nèi)其他視頻網(wǎng)站學習借鑒的。本文將對“愛奇藝”的發(fā)展做較深入的研究,從中找到中國視頻網(wǎng)站發(fā)展的方向。首先,分析探討愛奇藝產(chǎn)生的背景,即整個視頻網(wǎng)站的發(fā)展現(xiàn)狀,分別從視頻網(wǎng)站行業(yè)發(fā)展的原因、發(fā)展的幾個階段、存在問題來進行闡述。然后,分析討論“愛奇藝”視頻的優(yōu)勢,在競爭如此激烈的環(huán)境中為何能夠異軍突起,成為中國第一影視門戶網(wǎng)站。本章節(jié)為文章的核心部分,主要從愛奇藝的品牌營銷策略、用戶體驗為核心、以及它的廣告營銷模式和精品自制節(jié)目這樣幾個方面進行綜合了解。最后,通過研究“愛奇藝”視頻網(wǎng)站的成功,探討“愛奇藝”的運營特色給中國視頻網(wǎng)站帶來的啟示和引領(lǐng)作用,其中包括:始終堅持守法經(jīng)營價值觀、提高網(wǎng)站自身的競爭能力、完善市場的推廣營銷能力三個大方面,每個大方面下又詳細進行了闡述。分析“愛奇藝”運營特色給中國視頻網(wǎng)站的啟示和引領(lǐng)作用,能夠給整個視頻網(wǎng)站提供經(jīng)驗借鑒,使之從愛奇藝的成功找到自己的發(fā)展方向,進而促使中國的視頻網(wǎng)站建設(shè)更快更好的發(fā)展。
[Abstract]:Mass communication is changing the society in a subtle way, people's working style and life style have been changed unconsciously, even the traditional concept is no exception. With the development of the new media such as the Internet, the one-way nature of mass communication changes, and the interactive characteristics are most prominent in the network communication. It is no longer a single program sequence and content that has been decided around the passive acceptance of TV, but more and more dependent on the development of network video websites to choose the content they want to see. At this time, the emergence of video sites can be said to be the trend of the times. More and more people see this market, join in the construction of video websites, hoping to get a share of it. But the competition is fierce, the elimination is inevitable, each big video website just struggles diligently to win the industry place, but the slightly relaxed that is likely to do for others to marry the clothes, therefore each video website also has been in the change development. And when the young name "iqiyi" suddenly comes in front of us, it's more of a surprise and a sigh. In 2010, Qiyi video came out of nowhere, focusing on providing free, high-definition online video services. Adhere to the concept of "enjoy quality", "user experience" for life, through continuous technical input, product innovation, to provide users with clarity and fluency, 12011 renamed and upgraded "iqiyi" brand, May 7, 2013, more with the PPS video and audio merger, now iqiyi has become China's first film and television portal, It has been able to compete with Youku Tudou, Sohu and so on in about four years, the word of mouth and profit coexist, among which the successful strategy is very worthy of other domestic video websites to learn from. In this paper, the development of "iqiyi" will be more in-depth research, from which to find the direction of the development of Chinese video websites. Firstly, this paper analyzes the background of iqiyi, that is, the present situation of the whole video website, and explains the reasons of the development of the video website industry, the several stages of the development, and the existing problems. Then, it analyzes the advantages of "iqiyi" video and why it can emerge as China's first video portal in such a competitive environment. This chapter is the core part of the article, mainly from the iqiyi brand marketing strategy, user experience as the core, as well as its advertising marketing model and high-quality home-made programs for comprehensive understanding. Finally, through the research "iqiyi" video website's success, discusses "iqiyi" the operating characteristic to bring the enlightenment and the leading function to the Chinese video website, including: always adheres to the law-abiding management value, Improving the competitive ability of the website and perfecting the marketing ability of the market are discussed in detail. This paper analyzes the enlightenment and leading role of "iqiyi" operation characteristics to Chinese video websites, which can provide experience and reference for the whole video website, so that it can find its own development direction from the success of iqiyi. In turn, promote the construction of China's video site faster and better development.
【學位授予單位】：曲阜師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206-F

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