Research On The Development And Maintenance Of Pay-membership Of Video Site

With the rapid development of China's Internet,online video industry has been developed rapidly and has gradually become one of the most popular network applications.China's online video industry changed these years,from the initial thousands of websites there to only a few websites surviving.China's video sites is in the rapid development at the same time,with a single profit model,piracy problems,content homogeneity and other issues waiting for solutions.In this case,the payment business has become a new way of income of video website.China's online video payment industry got a breakthrough after suffered the obstruction in the early stages.In this paper,the development of online video industry in China and the driving factors is the starting point,with two classic marketing theory model-"4V marketing theory" and "Six market model" as a theoretical basis to guide the study of this article.Specifically,We can use the "4V marketing theory" variation,versatility,value and vibration to the development strategy of payment members,and use the "six market model" of the customer market,internal market,competition Market,suppliermarket,distributor market and influencer market counterparts to fit the maintenance strategy of paid users.According to the theoretical model framework,the author analyzes the current operation mode of the major video websites in the development and maintenance of paid users,and analyzes the problems and causes of the current operation mode in depth,and finally puts forward the corresponding optimization strategies for our video website,and provides the theoretical guidance and references to the further development of the payment business of video website.The text of this article is divided into three parts.The first part is the present situation and the driving factors of the development of video-website pay-service.This part elaborates the development course and current situation of online video payment business of different countries.At the same time,it elaborates and develops the current payment business of some key video websites.The following is the deep analysis of China's online video pay business.The second part is the development strategy of the paid user of the video website.This part takes the "4V theoretical model" as the analysis basis,analyzes the existing problems and the causes of the existing operation mode.The third part is the payment strategy of the video website,which is based on the "six market model",and finally put forward six targeted payment users to maintain optimization strategy.