The Research On The Development Strategy Of China's Video Website From The Perspective Of The Long Tail Theory

McLuhan proposed "the medium is the message",he believes that every technology progress of media,each new kind of media,have a profound impact on human perception and cognition of the world.Entering the 21st century,with the progress of Internet video technology,people are no longer just sitting in front of the TV,passively accept pre-arranged program sequence and content,more and more people begin to autonomously choose the content they want from video websites.Video website is not only changing people's habits,but also develops rapidly itself.When the LETV established in 2004,video website in China has developed for 12 years,a number of excellent video websites such as Tudou,Youku,iqiyi,Tencent video,LETV,Sohu Video have come into view.The rapid development of these video websites also attracted a lot of attention in academia and industry area.The development strategy of video website becomes a hot research topic.Based on the long tail theory as the analysis framework,this paper analyzes the development strategy of video websites in China.First of all,on the basis of academic research results,the author divides China video website into five types:share,portal,radio and television,client and vertical.At the same time the video websites' development are introduced.Then,this paper outlines the background and theoretical content of the long tail theory,and from this point of view,the paper focuses on the analysis of the long tail characteristics of video sites and the existence of the long tail phenomenon.On this basis,combined with the long tail theory,the author puts forward long tail development strategies of video sites in China::building multi-level content production system and forming an aggregated product chain;paying attention to the diverse needs of individual users and multi-level niche market;establishing multi-platform integration of communication mechanism to provide accurate and convenient guide service for the users;developing a multi-channel profit model.Finally,the paper choose iqiyi as the study case,summing up the successful experience of the long tail theory' practice,in order to provide good experience for video websites' long tail development in China,and promote video websites to develope rapidly and healthy in China.