| In2012, online video in china surpassed internet search service for the first time, becomingthe first useful internet application.Online video,as a necessity,is becoming a new trend in ourcountry. China’s video websites have experienced constantly competed in China for many years,which is beginning to take shape,whose effects go deeply into politics, economy, culture andother fields. At the same time, video website faces opportunities as well as many challenges. Ourcountry’s mainstream video websites feel frustrated because of huge operating costs in recentyears. Video websites should find a proper profit model which is crucial to solve the survivalproblem. The video websites operators have focused on how to get rid of huge costs. Paid video,as one of video website’s method to make money, is facing to great difficulties, like the smallquantity of customers, the low renewal rate, too high copyright fees and so on. During severalyears of developing, paid video has gradually accepted by internet users. However, the currentsituation of operating paid video websites is not optimistic, because many video websites havenot earned a great number of profits. It seems Chinese video websites still have a long way to go.The thesis is focused on the mass communication difficulty and reflection on paid videowebsites and it mainly researches on the following aspects:In the first place, the author makes a summary of the paid video websites, analyzing itsappearance, development and motivation. In Section One Chapter One, the author gives adescription of the video website’s payment service from home to abroad, and then presents thecurrent situation of our paid video websites combining with a variety of data. In the Section Two,the author describes the paid video website’s main motivation of the development in detail, interms of technology, users, the macro environment, industry environment and so on, todemonstrate the feasibility of its development.Secondly, making an analysis of the paid video website’s communication’s difficulty, theauthor makes use of the elements of communication and5w communication theories ofcommunication to study every aspects’ mass media, to make a summary from communicators,communication content, media, audience and communication effect, with a discussion about theoperating difficulties of the paid video websites.Thirdly, the author tries to find the ways to solve these problems, based on the problem summarized by the second section, in terms of the innovative profit model, building differentcommunication content, integration and development of communication path in both inside andoutside the industry, enhancing the personalized interactive services and video copyright tradingand protection mechanism, we should talk about how to solve the current problems of the paidvideo websites. In this section, the author use the theories of Rodgers’s opinion leaders anddiffusion of innovation to explain how to expand its communication effect by transmitting paidvideo rapidly, to make the paid video develop in a more reasonable direction.Fourthly, the author thinks deeply the paid video websites’ and the online video industry’sdevelopment in the future as well as their trends. The author also thinks the paid video website’shas a bright prospect and the video website profit pattern will be more diversified; Videowebsites will also gradually transform from the product industry into the service industry andachieve its industrial’s upgrading; Differences in contents of video network and the subdivisionof mass customers will be the keys to win the whole industry in the development of online videoindustry,All in all, the thesis focuses on the Chinese mainstream paid video websites, usinginformation collecting method and literature research,making a research on its formation,developing status, development motivation and other aspects. Describe the existingcommunication difficulties with the help of communication theory, and try to put forwardcorresponding suggestions and resolutions which can promote its development, in order that thepaid video can become an effective profit model of video websites. |
