Operation Analysis And Enlightenment Of Youku Russia World Cup

In this paper,based on communication and marketing as theory research,using the literature material method,case method,video observation method,etc.,through retrieval at home and abroad and the copyright,the propagation of the event,World Cup transmission,video website operation and the related research results and carry on comb,combining the video website industry,sports industry and media industry such as the latest development status,running for youku Russia's World Cup as the research object,explore youku in Russia's World Cup rights cases,how to play the World Cup rights advantage,linkage online all available resources,With the support of hd live broadcast technology,the live broadcast effect of the World Cup can be guaranteed to improve users' attention to Youku,thus enhancing the influence of the brand.Expounds related core concepts,the concept of the video website and operation,the definition of carding the development of video web site,and then from the Angle of the platform,copyright,cooperation,analyses the strategy of youku Russia's World Cup,key from live events content,homemade content,copyright content and offline activities to analyze youku content form of Russia's World Cup,on the basis of summarizing the content of the World Cup draw youku Russia characteristics namely,interactive,participatory,entertaining and unity of production and sales,and then from the advertising revenue,paid membership,premium service and electronic business profit analyses the youkuprofit channel,Russia's World Cup Analyses the communication effect of youku in Russia during the World Cup,the effect of advertising effectiveness,user growth,etc,through the above analysis and research,finally it is concluded that youku Russia's World Cup operation has the following enlightenment: sports media should be accurate to run the game copyright and support layout,building ecological matrix to realize the innovative combination of brand and the scene,the innovation profit model is to improve the competition of copyright returns due and practice,the content of high quality,diversified product diversification is to meet user requirements.