| Since the largest online video website-- Youtube was found in 2005, the online video market is one of the most important internet-related industry. Popularization of the internet in China change life style of Chinese even more, which watching online video has become daily entertainment for a lot of Chinese.By analyzing the case of Xunlei Kankan- one of the online video platform in China, this paper aims at studying the development strategy of online video platform with the help of value chain theory, analysis tools of profit model.The body of this paper is divided into six parts. The first part is introduction. It is mainly about the purpose, meaning, theme, and research method of this paper. The second part is Literature Review in which the basic concepts, relevant literatures and analysis tools used in this paper will be introduced in detail. The third part is case description. This part presents the general situation of Xunlei Kankan, its history, current situation and future challenge. This fourth part is the detailed analysis of Chinese online video market and Xunlei Kankan by value chain theory, which helps to clarify the position of Xunlei Kankan in the value chain, and understand the profit models of Xunlei Kankan. And in the fifth part, some solution will be given such as value chain extending and widening, profit factors improving. Finally, the sixth part is the general summarize of this article as well as the vision of future study in this subject.The conclusion of this paper is that only with of strengthen platform construction, forward and d value chain, strengthening and extension of interaction between the elements of value chain, thereby enhancing the thunderbolt look at the level of profitability. |
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