| Worldwide traditional TV industry has been disrupted by new online video and lost audience quickly. Younger generations have generally accepted the video-on-demand watching mode and got used to watching video on mobile devices like tablets and mobile phones. Current business model of Chinese online video industry is still highly focused on advertisements. Tedious video ads degrade watching experiences. Meanwhile, there is serious service homogeneity among major video websites. High liquidity of audience makes business operation even more difficult. Therefore, this thesis proposes a new mobile phone software called VIDEOTAG and researches its innovative business model systematically. VIDEOTAG supports whole network video content aggregation, social network function for audience to share embedded multimedia comments with their friends and e-commerce function for audience to buy commodities shown in the video.This thesis elaborates in five aspects: market opportunity,competitive analysis, value proposition, revenue model and digital marketing. The market opportunity chapter introduces macro industry background, technology development status and corresponding regulations. The competition analysis chapter analyzes four major competitor in domestic and international market. Then the value proposition chapter presents the value contents of VIDEOTAG. The revenue model chapter introduces five common Internet revenue models and presents the integrated revenue model design of the software. The digital marketing chapter introduces viral marketing, a very popular marketing strategy in Internet and crowdfunding. |
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