The Study On Baidu Video Content Operation Strategy

According to the data in the report of the thirty-ninth China internet development statistics,it shows that the quantity of the network video users has reached to 545 million and has taken 74.5 percent of the all the user of network until December,2016.Huge user groups spawned various types of video platforms emerge endlessly.The video industry is highly competitive.To make its own video platform stand out,it is important to work out the right content strategy.In the new era,the value of the content is created by increasing the profit in the whole parts from the production to releasement.So the operation strategy of content is also need to center on the value-added content in the whole program.In this paper,the research of Baidu video content operation strategy,including other links except the content production,and I hope that research could bring some enlightment to the strategy maker about the same type of video platform in our country.Based on the analysis of Baidu video content selection,I find that the content selection has target.It orientated to hot-events and entertainment content to be operated in order to ensure the flow of video platform base points.At the same time,consciously recommend such as animation,games and other potential content surrounding the content to meet the needs of the thick tail of the user.As for the building of characteristic content,Baidu video combined with their own resources,and actively seek cooperation with the professional team,to create a PGC content ecology and build the aggregation platform of the “Xiaodu live show”.But in the serious circumstance of homogenization content,the content experience is to be an important standard to measure the quality of platform for users.Baidu video firstly apply VR technology to enhance the quality of the user's feeling about the content.Innovative viewing rules to improve the user experience.Compared to other mainstream video platforms,Baidu video brand recognition is low,which does not produce its own content.To make up for this problem,Baidu video through embedded technology for the audience to create a clear brand communication environment,through the star endorsement to enhance brand awareness.To be suitable to user's watching habits,Baidu video accurately recommend content.Aiming at the problems found during the study,combined with the current development of the video industry,I summed up the following optimization strategies: Putting the "gatekeeper" system into action to prevent copyright disputes and avoid touching the forbidden line;Making full use of large data resources to improve the degree of the content's service;Completing mechanism of the content's interactive to improve the user's experience;Excavate deeply PGC content to enlarge the brand influence;Embedding scene factors in the content to improve click rate of the video.