Research On The Business Models Of Video Websites

Soon after the birth, the video website quickly developed into one of the most popular network service of Internet users, however, most video sites operating difficulties, few video website achieve profitability. In recent years, domestic and foreign video website mergers occur frequently, the main purpose is to explore the right business model.The business model is the basic tool for researchers who study specific industry and specific companies, but its connotation and extension have so far failed to reach a consensus. This paper based on the theory of business model and extracted the inscapes that applicable to the analysis of video website business model, including eight elements in four dimensions:the four dimension refers to orientation, partner interface, basic resources, profit model; eight elements of product positioning, customer orientation, customer relationship, partner network, key resources, key activities, income, cost structure. The eight factors in four dimensions as the basic framework in this paper, systematically analysis the video sharing site, P2P video website, vertical kind video website and the main categories of video website business model. Researches show that, although the three categories of video website in most elements have characteristic features respectively, with the development of video website, the boundaries between three kinds of video site has become increasingly blurred, for one thing, the common features of the video site are self-made program, sharing feature video products, for another, advertising, content paid service and multi terminal business income are their common profit model.At present, China’s video website business model has the following problems:positioning is not clear and severe similar video content; rough content induce silent flow; high operation cost; immature profit pattern; business model structure is loose and present fragmentation tendency. Optimization on the business model of video website mainly lies in:seek differences and identify the market positioning; face the copyright issues and improve the quality of video resources; by reducing the site operating costs, improving service, increasing the space for copyright distribute to optimize the pattern of earnings.