| Chinese video sites have begun to take shape after going through ups and downs in several rounds of industrial reshuffle and cruel competition for the past ten years. Video sites do not just adopt the solo content model of self-production, but bring products of the traditional media to the network platform through the integration of resources and capital alliance. At this time, the domestic film and television content had been aware of copyright consciousness, and the relevant laws and regulations began to improve. Video sites had to obtain the purchase of genuine content through legal channels, but the high copyright fees made video websites caught in a profit dilemma. Meanwhile, the high degree of homogeneity of the content and the same pattern of video sites can not satisfy users strongly and waken the brand awareness. Therefore, some domestic mainstream video sites started homemade content to seek a better profit model of development since 2010. Chinese video sites entered "the first year of self-production" collectively in 2014. This year, various video sites have launched more homemade content to increase competitiveness and homemade content of the whole network in number showed the trend of outbreak. The content of the themes are rich and forms are diverse, skillfully use the advantages of new media for cross platform multi screen marketing, open up each link of the value chain of video website development, and bring new profit growth point for the development of the website. This paper use the current development of domestic video website as the background to hackle the development of video website, development mode, and homemade content review, discussing the characteristics of homemade contents presented in the process of transmission. Meanwhile, the author drew up an inventory of all points of the successful case "You Never Imagine" to explore the successful experience of homemade content according to its content and style, marketing mode and positioning of the audience. At the end of this thesis, some suggestions on the development strategy of domestic video website in the future are put forward.In the first chapter of this article, the author introduces the background, significance and research status, the research methods adopted and the main contents.In the second chapter, the author reviews and sums up the four kinds of major domestic mainstream video sites, namely,video sharing websites、portal video websites、Internet TV media websites and vertical video websites.At present, the profit modes of video sites are not clear.Advertising is still the main profit pattern, while the effect brought through the mode of the development of payment system, membership system, virtual product selling and copyright distribution is dissatisfactory.The government in the years 2012-2014 has introduced a number of policies and regulations to standardize and guide the market of network videos, which provides more opportunities for network video. The desire for new things of the young audience and the high copyright cost for new video content make homemade video site content become the main way to seek the development of differentiation, and create more profit value.In the third chapter, the author analyzed the production of homemade content on the domestic mainstream video sites in 2014 focusing on the main content of "self-made videos ", "homemade programs "and" micro film "welcomed by viewers.The content involved in a variety of genres, including grassroots and elite culture, and with high efficiency, fast rhythm of delicate plot to cater to the needs of the audience.The video sites focus on participation and experience of users in the production of this kind of entertainment content, and modify the development of the content according to the views put forward by the viewers.Video websites specially set up departments or film and television companies, or cope with outstanding personal film and television studios and professional manufacturing organizations.Meanwhile a new pattern---- advertisers marketing homemade videos appeared.The author summarized the profit modes of self-made videos.The homemade content adopted creative placement advertisement to market products not only getting the preference of advertisers and not causing the audience scheme, but also transmitting quality content to the traditional media to increase the interaction network integration efforts, and realize copyright distribution of homemade videos. At the same time, deriving and opening the surrounding of homemade content are necessary, building the whole industry chain of homemade content.The lack of the professional elites and the production experience, and imperfect of self-examination self-system made many problems of many large homemade video websites protrude such as homogenization of homemade content genres, the highly similar distribution pattern of sites, the lack of the creative spirit of the homemade content, a remake of the foreign creative content, vulgar pornographic content in flood, being not conducive to environment essence of the overall network etc. All of these problems are seen to solve in the future development.In the fourth chapter, the author selected "You Never Imagine" from youku.com. as a case to analyze its content and marketing policies, research its viewers and their habits, and summarize its successful experience. At the end of the thesis, the author put forward the develop strategies of Chinese video sites according to the research of homemade content and the analysis of "You Never Imagine" in order to fully implement the brand strategy, segment the market, broaden the self-made genre realizing customer demand-oriented, increase capital investment, and optimize the process of homemade content.To create a professional content production team and more excellent programs, to open the value chain of the video sites in the middle and lower reaches, to create more profit space and to build a diversified marketing channels for homemade content through the interaction of multi-terminal plus multi-platform. |
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