In Its Path In The Development Of China's Online Video Research

Web video as a special and important part of WEB2.0, which entry into public vision from so-called streaming media or streaming media technology to become special web site which keeping people's attention and interesting just took less than 10 years time to complish. The web video from technical level to a profitable industry with huge develop space has become a hotspot. While most people just focus their eyes on profit which make the industry as a subject of pure economy. Although with the development of it, there have had other research aspects of web video like content analysis, social responsibility, ethics and law, the amount of those research are very low comparably.This paper want to research web video from a big background of culture and creative industry, at mean time try to focus my attetion on"brand building". And the goal ,on the one hand, is to prove the necessity of brand building to web video site, on the another hand want to show the deep intension of brand, which not only means economic benefit, but also contains the meaning of improving social benefit and long-time development of itself.Under this guiding idea of web video and the industry, this paper first summarise the general situation of our country's web video site. First from pros and cons, adventages and disadvantages to sketch out the outline of it, then get into specific to analyse web video in detail. Which start from the creative content to channel using in media convergence way, at last combine the content and the channel part to the conclusion: brand building.