Video Website's Diversified Business Model Analysis Under The Background Of Media Convergence

In recent years, under the impetus of the development of the Internet, the trend of media integration is becoming increasingly strong. Since the the video website was born, with its vast amounts of video resources and new audio-visual experience attracts many Internet users, but the high bandwidth cost, content homogeneity serious, high copyright costs and the single business model become the problems to block the development of video website. So the Internet video industry's profit situation is not satisfactory.The video website which based on the Internet platform how to seize the media integration trend, follow the pace of times to improve the management mode so as to occupy the industry favorable position has become very urgent. This paper aims to its background of media convergence, by collecting data and case analysis to explore the video website development present situation and future development trend, analyses why video website to expand the diversified business model, how to find the diversified way accurately under the media integration environment.This paper first discusses the current status of media integration and the development situation of video websites at home and abroad under the background of media integration, with the aid of the video website audiences' attribute as well as the analysis of audiences' usage behavior when they use the video website to excavate the video websites' development difficult position and the motivation of developing diversified business model. The video website's development predicament mainly by content difference small, single profit model, user viscosity lower which caused by its operational defects, and the motivation of video websites expand the diversified business model mainly by Internet media integration trend, promoting website's industry competitiveness, audiences pursue diversified user experience,which excited by external factors.That is,the dilemmas are reflected in the internal defects,the motivations are reflected in the external incentives. On the basis of this,at the background of media integration, the author deeply discusses the video websites' internal and external advantages and paths selection of the video websites,and selects five video websites which can represent domestic video websites to analyze the related products' data under the diversification mode, here mainly selects the VIP- self paying members model and homemade program two types of products to analysis, in order to show the effect of diversified business model of video website development. LETV is the first video website in China, and in recent years its business model full of innovations, so this paper especially selects the LETV as a case, analyzes the LETV how to use its own advantages to create a diversified business model in the context of media integration, how to make use of a very innovative ecological closed loop mode to win the development space for itself, and list the LETV's innovations.This paper finally by summarizing the above analysis to summed up the future development trend of video website diversification mode and outlook expected, and use the graphical mode to describe video websites to expand diversified business model involved with the development of the field, to make it more intuitive. The video site is good to have a uique diversified mode, but in the exploration of diversified business model on the road must be full of ups and downs, so this paper also puts forward some thoughts for the video websites to expand diversified business model. We should see the bright future of the diversified development of the video website, we should also be aware of various problems in the diversified development process will have to face.This will help the video website to lead the video industry's progress by it actively and steadily development model.