欧美视频网站运营模式及赢利分析

On the Operation Mode and Profit-making Approaches of Euramerican Video Websites

融媒时代下视频网站凭借强大的技术、平台和用户优势不断开辟商业蓝海。欧美发达国家视频网站发展较早且较快,一些主流视频网站运营模式较为成熟,在全球处于领先地位并拥有主导性的市场份额。欧美各主流视频网站在价值主张、目标用户、分销渠道、核心能力以及伙伴网络等方面各具优势,基于自身优势而形成的核心竞争力决定了各视频网站的运营模式和赢利途径。总体而言,欧美视频网站运营模式主要分为UGC模式、Hulu模式、网台联动模式、P2P模式和互动社交视频服务模式等;其赢利途径大体分为版权产业链开发、广告服务、付费服务以及视频电商等。欧美视频网站的发展经验可为我国网络视频产业发展提供借鉴。

In media convergence era, with strong technology, platforms and user advantage, video websites have been continuously opening up commercial blue sea. Video websites developed earlier and more quickly in Euramerican developed？countries. Some main stream websites have mature operation modes, taking lead in the world and enjoying dominant market shares. The Euramerican main stream websites have their own advantages in value proposition, target users, distribution channels, core competence, and partners. The core competitiveness based on their own advantages determines the operation modes and profit-making approaches of individual video websites. In general, the operation modes of Euramerican video websites are classified into UGC, Hulu,combiation of Internet and TV stations, P2 P, and interactive social video service mode and so on. The profit-making approaches can roughly be classified into copyright industry chain development, advertising service, paid service, and video e-commerce and so forth. The experience of Euramerican video websites will offer reference for the development of China＇s video websites industry.