Research On Content Strategy Of Mainstream Video Website In China

In recent years, under the impact of the Internet technology, China’s online video industry is developing rapidly. The video websites have experienced the process of birth, bloom, downturn, integration and revival, during which they also face many challenges, such as financial crisis and profit dilemma.In the fierce market competition, YouKu&Tudou, iQIYI&PPS, tv.Sohu.com and v.qq.com have outstanding performance, not only taking the lion share of the market, but also having great innovative ability in business model and content management. Websites of this kind are called leading video websites in this thesis. This thesis focuses on the content strategy of these leading video websites, make systematically analysis on their content management current conditions, tendencies and restrictive factors and proposals are made accordingly.At present, the leading video websites usually adopt three main content strategies. Firstly, they invest zealously in copyrights and implement exclusive broadcast strategy. Secondly, they take an emphasis on self generated content, not only expanding the quantity, but also improving the quality. Thirdly, they integrate the high-quality UGC. From the perception of motivation, the adoption of the content strategy has a large concern of user demand and the profit model. The content strategies of leading video websites will be deepened in the above-mentioned three aspects in the future.However, the leading video websites are also confronted with many restrictive factors. Firstly, TV stations’ enforcement over copyright results in the scarcity of high-quality contents on websites. Secondly, the piracy chaos especially the infringing UGC bring loss and inconvenience. Thirdly, contents supervision has been enhanced, especially on self-generated series and introduced ones. All these require the leading video websites to adjust their content strategies to achieve their sustainable development.The thesis has also put forward four optimizing proposals based on the above analysis. Firstly, package the key products and develop long tail contents to fully tap the potential value of the mass market and niche market. Secondly, improve the interactive platform and enhance the interaction of content. Thirdly, take advantage of big data to assist to produce content and optimize content service. Finally, play the function of agenda setting and become Internet media with social responsibility.