中国网络视频行业竞争态势与发展战略研究

The Research on the Competition Situation and Development Stragtegies of China Network Vedio Industry

在媒介整合及三网融合大背景下,我国网络视频行业当前竞争正日趋白热化。中国网络视频行业格局究竟如何?其竞争的关键和核心又是什么?中国网络视频行业未来发展又将何去何从?这都是必须面对的重要课题。本文以哈佛商学院波特教授的"五力模式"理论为依据,全面分析了影响中国网络视频行业格局的五种力量及其相互权重关系。在此基础之上,本文系统、有针对性地提出中国网络视频行业未来发展具体对策:即后向一体化战略、多维资源整合战略、多元化营销战略和产品差异化战略。

Under the background of media integration and three networks' mixture,the current competition of our country's network video industry is gradually turning white-hot.How is the competition situation of China network video industry?What is the key and core of the competition?What are the strategies of China network vedio industry like?These problems above-mentioned are so important that the trade must face them.This article,taking Harvard Business School's Professor Porter's 'Five Competitive Forces'theory as the basis,has comprehensively analyzed the five competitive forces of China network video industry's competition and the mutual weight relations of the five competitive forces.Depending on the basis,this article has systematically and pointedly proposed the concrete future development strategies of China network video industry.These are backward intergration strategy,multi-dimensional resources intergration strategy,diversitified marketing strategy and products'differentiation strategy.