Research On Development Strategy Of Video Based On Mobile Terminal

With the rapid development of mobile terminal technology, mobile terminal video instead of IDRS-TV Client and PC client, has become the "number one screen" of various users. At present, the mobile terminal video program marketing of China is still in initial stage, a variety of program forms, viewing patterns, and content production modes are continually tested by industry and market, at the same time, environmental factor such as economy, policy, technology and industry also provides a wide development space for mobile terminal video programs. With the popularity of 020 concept and the prosperous development of internet industry, how to find a feasible developmental standard in the current environment and make the mobile terminal video programs to a high level is a crucial problems in its developing process.At present, the mobile terminal marketing structure of China can be divided into two camps by the maternal is Internet enterprise background or not, and the Internet maternal background also including two forms which determines by its business audience targeting and extensibility. Under the influence of its intrinsic property, these three are interpenetrated and separated with each other at the mode of program localization, content production, and product promotion, which is in favor of exploring the existing market. However, the development modes are still lots of questions such as there is not typical mode of traffic monetizing, the lack of content development,the difficult of diversion mode and so on, those problems are necessarily to solve in its future's developing.The paper takes a typical perspective from mobile terminal video platform, Tecent vedio, and Mango TV, discussing the relationship between maternal background and mobile terminal video programs from product orientation, content production and popularization mode through the methods of quantitative and qualitative analysis, and summarizing the general laws and operation patterns and the existing problems in it, then putting forward the development plan from the view such as differential positioning and distribution of property rights, industrialization stretching of feature contents, and the platform diversion approach, exploring the development strategies of mobile terminal video programs from the view of macroscopic and microcosmic, which aims at further promote its development.