中国视频网站盈利模式研究——以土豆为例

论文编号:WHCY114 论文字数:12425,页数:15 附任务书,开题报告,外文翻译,文献综述

   摘要：随着P2P和流媒体技术的不断发展，应运而生的是视频网站在全世界范围内的兴起。视频网站在中国已经经历了三年的发展，从数量上看，中国视频网站的发展的确风光无限。据不完全统计，中国的视频网站已经超过300家，发展势头如火如荼。然而风光表面下所掩盖和折射的问题却是严峻而不可避免的。众多问题中，最首要也是最重要的就是盈利模式问题。
    本文选取了首开先河的土豆网为个案进行研究，介绍了它的产生背景及发展情况，分析了其现有的盈利模式，试从土豆网所具有的优势特征和存在问题，结合国内外视频网站的发展经验，探讨整个视频网站的现状，对视频网站的整体问题作具体分析，对未来发展趋势进行预测，并探讨健康良性的视频网站发展道路。
 关键词：中国视频网站；盈利模式；土豆网

RESEARCH ON PROFIT MODEL OF CHINA''S VIDEO WEBSITES-CASE STUDIED ON TUDOU

    ABSTRACT: With the popularization of the P2P and stream media, video website has emerged and swept across the world as a whole consequently. In China，video website has been developing for 3 years. Judging from numbers merely, the development of video website is nothing but thriving indeed. According to incomplete statistics, over 300 video sharing website have found around the country. But the problems hidden behind the bright surface are harsh and inevitable. Among these problems, the first and foremost is the problem of profit model.
    This paper selects the most representative video sharing website Tudou as the studied case to introduce the background and development. It analyzes its profit model. Based on the conclusion above, we try to analyze the whole condition of the video sharing website. Then, we try to analyze the problem that the video sharing websites are facing to. And we try to reach a conclusion the way the video sharing websites will adopt to develop positively and healthily.
Keywords: China''s video website；Profit model；Tudou

目录
绪论 1
一、视频网站概论 2
（一）视频网站的定义和分类 2
（二）盈利模式的定义和分类 3
二、中国视频网站盈利模式现状观察 4
（一）中国视频网站盈利模式的发展及特征 4
（二）中国视频网站盈利模式的缺陷 4
三、视频网站盈利模式案例剖析——以土豆网为例 5
 （一）土豆网的产生和发展 
（二）土豆网盈利模式分析 5
   （三）土豆网盈利模式存在的问题 7
四、中国视频网站盈利模式优化对策 8
（一）降低成本 8
（二）市场细分 9
 （三）打击盗版 9
 （四）加强合作 10
 （五）整合营销 10
总结 10
致谢 11
参考文献 12