| Since the government has severely cracked down on online pirated video, videosites have to purchase legal copyrights, and then the prices of video copyright are rising.In view of the development of video sites and the requirements of network audience,video sites have gradually changed from a solelyplatform provider to double identities--content provider and platform provider gradually. In2010, main video sites developedself-made video content energetically and a lot of online home-made dramas broadcaston video sites. As a domestic leading video site, Youku began to make home-madedramas as early as in2008. It has produced many famous home-made dramas such asOld Boys, Miss Puff in recent years, which won Youku a good reputation.Online home-made drama is not only the basis of the video site to realizedifferentiation, but also an important means to satisfy personal needs and diversify itsrevenue streams. However, as a new industry, video site’s home-made drama still hassome problems. Taking Youku for example, this article builds upon the research abouthome-made drama and value chain, and studies the development pattern of video site’shome-made drama.The value chain of video site’s home-made drama consists of three value links,upstream, midstream, and downstream. Home-made drama mainly focuses onproducing in upstream, publicizing and broadcasting in midstream, and operating thebrand and developing derivatives in downstream. Through the study of each link, thisarticle analyses the advantages and disadvantage of the development of video site’shome-made drama. If video site wants its home-made drama industry to develop in theoptimum direction, it should take content as its core competitiveness and set goodimage, and integrate marketing resources by enhancing publicity. Based on these, videosite can diversify its revenue streams and improve the value chain to creates more value. |
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