Research On Innovation Strategy Of Tencent Video Payment Model

In recent years,with the continuous development of China’s Internet video sites and exploration,the video portal to launch more and more high quality homemade net play and run in drama,not only make it gain the recognition of the broad masses of users,film and television play works also with members of the exclusive watch the rights and interests and advancing on demand pay to watch such as services,for its access to the more additional benefits,largely promote the system of paid membership services business.For example,the series of Ghost Blows out the Lamp and The series of Misty Theater,various online video portals have gained the popularity and recognition of a large number of users by virtue of their unique broadcasting rights and self-made programs on their platforms.User payment system is also more and more accepted and recognized by the audience.In order to get the viewing experience in advance and unlock more plot content,users voluntarily enter into agreements with video websites to obtain more advanced benefits and privileges with the exclusive rights of members.This paper will take Tencent video as an example to explore the construction strategy of video website payment system.Based on literature review,questionnaire survey method,combined with the depth interview,through the analysis of survey data and verification,tease out video users pay the will of the main factors,and connecting with the problems found during the investigation,give the rationalization suggestion for tencent video operators,obtain more paying audience,and the growth in earnings at the same time,also can better serve the general audience,so that it is mutually beneficial and win-win.From "content is king" to "user-oriented",operators can only seize the consumer psychology of the audience,in order to win more business opportunities in the current increasingly popular content payment.