The Research On Development Predicament And Initiative Change Of Video Website

In recent years,with the innovations in the upstream and downstream technologies of the video site industry chain,the pervasiveness of smart phones and WIFI facilities as well as the reduction in 4G charges,Internet users can access video sites in a more mobile manner.New competitors of video sites,such as emerging social networking sites,micro video sites and live broadcasting sites,not only grab visitor volume from video sites,but also throw down challenges to traditional video sites with respect to content production and acquisition mode.Meanwhile,unlike the foreign video sites that are starting to earn profits,China's video sites are still unprofitable.Therefore,how to create an effective profit model is an urgent problem facing China's video sites.Though a late starter,iqiyi.com has shown great promise and become a market leader by virtue of its unique development model shaped by creative and sustainable operation strategies.Many of its strategies are pioneering.What's more,iqiyi.com was the first to lay down a few industry standards from a strategic point of view.All these contribute to its leading position in the market.However,in recent years,iqiyi.com is going through what other traditional video sites are going through.An analysis of the development history of iqiyi.com reveals that it well understands the essence of “If you are not moving ahead,you are falling behind”.For this reason,iqiyi.com is taking active measures to address challenges and seek innovations to maintain its leading position in the future market.Concerning the situation above,the paper,using the fiest-hand material acquired by questionnaire and in-depth interview,conducted a thorough research about the management of video sites and iqiyi.com's strategic layout by looking up and analyzing literature.Form the perspective of media ecology,the paper analyzed the obstacles local video sites face including the lack of effective profit model,fierce competition on page visits among social media,cruel fight between traditional media and new media,management pressure caused by rising copyright cost.After that,some reasons for the problems were concluded.Using iqiyi.com's development tactics as reference,the paper suggested that video sites,at the aim of developing healthier in today's media market,should further confirm strategic planning based on BLM mode in order to get an upper hand in the market,enhance the observation of market to better fulfill customer' needs,innovate in the development route to improve business design.