中国视频网站发展路径研究

Study on the path of Chinese video websites development

在分析近十年来中国视频网站发展脉络和中国视频网站发展所面临的机遇与挑战的基础上讨论了中国视频网站的发展趋势与路径。研究认为,中国视频网站的发展路径主要通过台网联动实现媒介互补,通过自制节目营造品牌,通过多屏模式激发跨屏营销等;应通过视频网站与传统媒体高度结合的方式来适应媒介融合的趋势。

This paper analyzed the development course of Chinese video websites and the opportunities and challenges in recent ten years,and discussed the development tendency and path of Chinese video websites. The results show that the path of Chinese video websites development mainly include realizing media complementation through network linkage, developing the brand through homemade programs,and stimulating across screen though multi-screen pattern. The combination of video websites and with traditional media should be adopted to adapt to the tendency of media convergence.