The Study Of Content Strategy For Chinses Video Websites

Chinses online video industry has experienced more than 10 years of development, the market has been relatively mature stage. But under the circumstances of the Internet, video sites generally faced with many problems needs to be solved, such as the higher the cost of the original content, profit model needs reform, and so on.As a private video website, started late behind tencent video with strong capital strength and the content of the mature management mode among the industry in the first camp soon. Because with the camp IQIYI, Youku, Potatoes and other video website content model convergence, and innovation in the existing resources and contents are very representative. So, this paper studies on the tencent video as a case study, the system analysis the present situation of our video website content strategy.At present, in the video content production strategy on four aspects. A copyright purchase is the edition, and even run in copyright purchase still is the mainstream; 2 it is homemade content investment continues to increase; 3 it is the high quality of PGC content into the outbreak period; Four is mobile broadcast will be the next to be preempted the keys. On the content of operation strategy, is there a difference with a mass content of operation, the head content operations more refinement, content in the rear of the integrating operations; Secondly, the content of the interactive operation, on the one hand, to video interactive normalized, on the other hand, continuous innovation in the form of interaction.In view of the present video website content strategy, this paper puts forward some Suggestions related. In terms of content production, it is a copyright environment is more and more strict, the second is pure web content audit supervision strengthened, three is PGC provider and site bundling is not enough, four is live interactive experience still need to improve. In content operation ways, one is the video web site is still full of vulgarization of the content, the second is this video website should have the media attribute is not strong.Based on the current content strategy, this paper puts forward several optimization Suggestions, first is user-generated content in a differentiation strategy in the first place, gradually reduce the dependence on copyright. The second is the video website should have self-censorship for the content. In addition, in order to attract more paying customers, increasing the rights and interests of members, including more and better experience.Finally in the content of operation, play the agenda-setting function, strengthen the video web site to bear social responsibility.