The Market Analysis Of The Mainstream Media Network Audio-Visual Programmes Development

With the popularity of the Internet, online video have become the most popular network service,which is changing the lifestyles of the netizens. The Network video market, first formed in the commercial video sites, has experienced six years of survival and elimination, integration and reshuffle after an initial pattern. In2009, the State Administration of Radio, Film and Television mobilized the traditional mainstream media stationed in the network video market, developed the network audio-visual programs, and now three years have passed away, they are in what industry? With what kind of competitiveness? Operations and development? These are the focuses of this study.In the introduction part of this article, i have defined the key concepts of the article,expounded the detailed characteristics of the network video market, and noted that the main content and significance of this study.The first chapter,i used Michael Porter's five forces model to analyze the network video industry environment, the external competitive pressure is relatively small because of the high barriers to entry, while users with low viscosity, rampant piracy and other issues, competition within the industry is particularly intense.In the second chapter,through the content, brands, capital, and policy, i analysised on the strengths and weaknesses of the mainstream media to the development of network audio-visual programs. Due to "network binding" model, the development of network audio-visual programs in the mainstream media has a unique brand, capital, and policy advantages, the so-called "proximity to a good shade tree".In the third chapter, i analyzed the marketing strategy of the mainstream media, from both ends of the "attack"and "defense ", and found,by the system limits, the mainstream media in the marketing is the lack of innovation and a sense of crisis, which is why the mainstream media network audio and video programs is still separated from the audience's attention, lack of brand recognition.In the forth chapter, from the aspects of advertising revenue, user fees and authorization, i searched the profit models of the mainstream media, network audio and video programs. At present, commercial video sites are reported a loss, basically no profit. By using three common modes analysis, i think the content authorization model is the effective way to operate.In the last chapter, i have an outlook on the market prospects of the mainstream media network audio-visual program development.Cooperation is the mainstream way of the development of the current video site, and trying to cooperate with their peers and to cooperate with different industries actively, they will achieve the optimal allocation of resources to improve their competitiveness.