Research Of The Core Competitiveness Of Online Video In China From The Perspective Of Value Net

In recent years,online video has become the most widely used online application by Chinese netizens,but video websites are still facing fierce competition and the current status of industry development with increased revenue and loss.How to develop this industry in the future,online video urgently needs to find a viable path to foster sustainable competitive advantage.This article mainly studies the specific forms and cultivation strategies of online video's core competitiveness,introduces several representative video website cases in China,adopts the value creation theory of value net theory and combines media function-role and core competitiveness characteristics analysis Feasible strategy to cultivate the core competitiveness of online video.According to the analysis of the core competitiveness,the core competitiveness of video websites is the integration of human capital,organizational capital and social capital,which is the intellectual capital that plays a role in the main value creation activities of online video.There are five types of value creation activities for online video: collaborative production,audience segmentation,audience participation in cocreation,rules competition and cooperation,and the establishment of a complementary eco-network.From the perspective of the particularity of the core competitiveness of online video,the particularity of the core competitiveness of the video website is mainly reflected in the specific performance of organizational capital and social capital elements.Among them,the product structure and its flexibility,the organizational structure and its autonomy are Online video is superior to the core competitiveness elements of traditional media.Complementary ecological network in social capital is the core competitive form that needs to be focused on under the current difficult situation of online video profitability.The specific performance of human capital core competitiveness elements and The consistency of traditional media is strong.From the perspective of feature analysis,the current online video has the content processing ability,the ability to grasp the needs of the audience,and the value creativity of the complementer's ecological network,the uniqueness of the core human capital,the scalability and dynamic innovation of the content processing ability and the competing standards There is still much room for improvement.From the perspective of core competitiveness improvement strategies,video websites can enhance the value of core competitiveness by promoting content refinement,optimizing the stickiness of members' platforms,and expanding the value forms of the complementer's ecological network feedback.By improving the incentive mechanism,promoting the internalization of human capital into organizational capital and other strategies to enhance the uniqueness of core competitiveness.Through the establishment of product structures oriented to new opportunities,the establishment of flexible human capital and the innovation of existing and sub-field competition rules and other strategies to enhance the scalability and dynamic innovation of core competitiveness.