Research On The Profit Model Of Domestic Online Video Platforms

The online video is the second largest internet application after the instant messaging,but domestic video websites have been in a loss state since their establishment.Profitability has become a bottleneck in the development of the domestic video websites,which could be due to the problems of their profit model,so how to establish a sustainable profit model has become an important issue to be solved urgently.This article is based on Adrian J.Slywolzky's profit element theory,and uses literature analysis,case analysis,participatory observation,comparative analysis and other normative methods to study the profit model of domestic video websites.First of all,this paper analyzes the current profit model of the domestic video websites,and summarizes the profit model that takes content as the core,explores diversified profit points,takes advertising and paid income of members as the main revenue,takes other diversified income as a supplement.Then,combining relevant data and the Boston matrix analysis method,this paper puts forward some views on the development trends of the profit model of domestic video websites.Next,based on the above analysis and relevant data,this paper analyzes the development dilemma of the profit model of domestic video websites.Afterwards,this article selects i Qiyi,Hulu and Netflix,representative video sites at home and abroad for case analysis.Finally,based on the experience gained from the operation of the profit model of the three video websites,combined with the common problems and development trends of the profit model of China's video websites,some suggestions on the optimization of the profit model are put forward from the micro and macro levels.The micro level includes strengthening the differentiation and promotion of brand positioning,building high-quality content systems,increasing investment in self-made content,innovating payment services and advertising models,promoting the development of value-added services,increasing technology investment and cultivating globalization awareness.The macro level includes improving relevant laws and regulations,promoting the concept of payment in law education,and raising citizens' awareness of payment,strengthening financial and other policies supports,standardizing the industry's copyright content transaction model to promote the improvement of content quality.