Research On China Video Website Self-produce

In 2009, Youku formally introducing the concept of “self-produce content” into China network video industry and then become involved in network self-produce, in the next year “Youku Present” was officially born. “Youku Present” has reshaped the video content by Internet logic for five years, which also leading internet industry to create network-play, micro film, network program covering diversity types. “Self-produce content” has gradually got rid from the vulgar and small cost model, becoming the main content of Youku to attract users. During the development of “Youku Present”, on the one side, it develops matured project in three-dimensional and multiple ways, and launch more high quality products; on the other side, “Youku Present” is overall upgrade, trying to transform more excellent self-produce content to the traditional television industry.Self--produce content has momentum strong currently, but China video website self-produce industry is still in the initial stage of development. The paper aims to analysis “Youku Present” comprehensively, focus on the content pattern communication pattern, profit pattern and brand pattern to observe current situation of domestic self-produce on the basis of Youku’s self-produce development. The author comprehensively use case analysis, literature method, comparative method. On the basis of existing relevant research results, the paper through the present situation of “Youku Present” and its development strategy research to provide the corresponding reference path of network self-produce content and video website development, it will promote the sustainable development of the network video industry.