Research On Tencent Video's Operational Strategies Of Paying Users

With the popularity of the Internet,the scale of Internet users in China has been expanding,and the network video platform has taken advantage of the rapid development of technology.Under the fierce competition in the online video market,the payment model has gradually been accepted by users,and the habit of paying for the drama has gradually been developed.Therefore,in order to expand profit channels and get flows,major video websites will focus on competition from ordinary users to paying users.In this situation,Tencent Video,iQiyi,Youku rely on the capital support of the group and the innovation and expansion of their own business,and become the three major head video platforms.In addition to developing film and television works,they also strive to create IP-derived content.Re-engineering the layout of network content,providing users with products and services in many fields such as movie TV,animation entertainment,and intelligent hardware,occupying more than half of the flows in the Internet video market,and its membership subscriptions have exceeded 80 million.The huge accumulation of paying users shows that the three platforms have withstood the test of the market for the refined operation strategies of paying users,which is worthy of in-depth analysis and reference.This paper selects Tencent video,which is developing well in China,to conduct a case study to analyze the current status of its paid users and the existing problems and deficiencies.At the same time,the classification method of the classic RFM model is introduced to guide the research.According to the behavior data of the paying users of the network video,the new browsing time(T)and the number of logins(F)are added to modify the classic RFM model,and the TFM model is constructed to pay for the video platform.Users are divided into important values,general values,and pre-lossvalues.According to the value of the paying users,the proposed operational strategy is proposed.It is recommended to deepen the quality of exclusive content,optimize the user experience,and improve the video platform users by establishing a user incentive system,starting to cooperate with cross-border platforms and establishing a paying user loss warning mechanism.To add up pay conversion rate and retention rate to increase the loyalty of paying users to the platform.