| As one of the popular media applications,online video has profoundly influenced and changed the market structure of the media industry and has become an indispensable part of people's lives and cultural industries.As an emerging industry,the online video market has a very broad prospect.But it has problems of imperfect industrial chain and complex structure,which has limited the sustainable development of online video.To this end,this dissertation uses the system dynamics method to study how to construct a scientific and healthy online video industry chain and analyzes the actual situation of the development of iQiyi.Firstly,this dissertation sorts out the research theories about online video industry chain at home and abroad.I'll conduct qualitative research and analysis on the online video industry chain from four aspects: content introduction,platform communication,user value,and commercial advertisement.At the same time,I'll determine the impact of each subsystem and the causal relationship between factors and factors.Secondly,this dissertation combines system dynamics to establish an online video industry chain system with platform profitability as the explanatory variable,content introduction,platform communication,user value and commercial advertising as the explanatory variables.Using iQiyi's recent three years data to simulate and test the validity of the model.The simulation results of the model constructed in this dissertation are better.Finally,based on the simulation analysis of the online video industry chain model,the corresponding suggestions and optimization strategies for the development of the online video industry chain are proposed.Firstly,an online video platform should reduce the dependence on high-priced copyright resources,introduce core scarce resources and reduce content operation cost through self-made content,etc.Secondly,it should break the linear supply mode and terminal User-centered,creating a user-driven content introduction model.Third,platforms need to pay close attention to industry policies and prevent policy risk by using prevention mechanisms.Fourth,content providers need to adhere to the “Content is King" concept,guarantee high quality content from the beginning.In terms of platform communication,it is necessary to continuously upgrade the technology to ensure the stable performance of the platform and improve the user experience.In terms of user value,on the one hand,we can create a multi-level VIP pricing system.On the other hand,we can optimize from three dimensions to enhance user's willingness to pay: deepening content rights,innovating user experience and developing value-added services.In terms of commercial advertising,it is necessary to optimize the form of advertising,cooperation methods,and improve the overall profitability of the company. |
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