Research On The Innovation Of Video Website Business Model

Along with the rapid development of digital information technology, Internet Web2.0 era also quietly to, network video as the new media industry’s attention, but also in the rapid development. In February 2005, the world’s first video site YouTube formally launched, to stimulate domestic entrepreneurs have to follow. Subsequently, 56 nets, potato net, actor cruel net one after another on the line, the domestic video website is like mushroom growth quickly rise.After more than ten years of development, China’s video site has accumulated a large user groups. According to the China Internet Network Information Center(CNNIC) released in Beijing the 37 th "China Internet development statistics report shows that as of December 2015, the scale of China’s Internet users reached 6.88 million, Internet penetration rate exceeded 50%, 2015 a total of new 3952 million Internet users, the growth rate of 6.1%. Such a huge and will gradually increase the size of the user to make all kinds of video sites have a huge commercial value, but also to promote the continuous innovation of the video site business model.On March 12, 2012, video site of the two leading enterprises Youku, potatoes network, jointly announced the 100% of the convertible officially merged, Youku, Tudou’s "flash marriage" caused an uproar in the online video industry. With the merger of Youku potatoes, the pattern of the network video industry has undergone tremendous changes, the video site of the M & a boom will inevitably lead to a further exploration of its business model. After the merger of Youku potatoes adhere to their independence, to maintain the difference between the two platforms of the road. Although combined Youku potatoes occupy the leading edge, ranked the forefront of the industry, but still faces serious piracy phenomenon, high operating costs, serious homogenization of content, single profit model, such as a series of can not be ignored. Actively explore the business model, to seek better development, is the top priority of the current development of Youku potatoes.In this thesis the merged Youku potatoes as the research object, in the introduction of the relevant literature, background information, theory of knowledge and Youku, potatoes development situation, and profit model, business systems and other related elements mainly elaborates the Youku Tudou existing business models. And on the basis of the analysis of its existing business model, to explore the innovation of Youku potatoes business model, mainly from the perspective of online and offline marketing model, media integration, business system upgrades, etc.