| According to relevant data,China's video paid market scale will reach 14 billion in 2017,video paid users will reach about 100 million,and according to relevant reports,China's paid video users will grow to 250 million in 2020,the market scale will also grow to 60 billion.From the perspective of user penetration,compared with other market in the world,China's payment market is still in its early stage of development,with low user penetration,incomplete payment awareness,weak copyright awareness and huge market space.But many uncertainties will also make its development trend unclear.What is online video payment market development status? What is its development prospect? To solve the first problem,we start from the two aspects of online video payment itself and users.For users,there are mainly two aspects.We strive to make existing users more satisfied and promote targeted services to potential users.In view of the second problem,online paid video was analyzed by online crawlers,and the future development prospect of online paid video was predicted from a multi-dimensional perspective by combining the current situation of the paid market and the potential value of potential users.In this paper,the urban permanent residents of wuhan city are taken as the objects of investigation.A total of 889 questionnaires were issued and 768 valid questionnaires were recovered,with a total recovery rate of 86.3%.The reliability and validity of the data were analyzed.Then,descriptive statistical method was used to analyze the basic characteristics of online video buyers.Used the binary choice model and disordered multiple choice model analyzed the characteristics of the network video subscribers and the payment method of different characteristics of the population,by using classification data,the method of principal component analysis(CATPCA)mining potential users don't use reason,potential user expectations and potential users,the relationship between the demand and the characteristics of the user.Through the analysis,the following conclusions can be drawn: firstly,there are great differences in the choice of online video between different groups.Secondly,gender,age,income,frequency of watching online video and viewing equipment have significant influence on whether to buy online video paid products.Thirdly,there is a difference between the willingness to pay and the paid situation.Fourthly,different groups do not choose to pay video online mainly because they do not understand,do not often use,expensive and inconvenient to buy.To this end,the following Suggestions are put forward: firstly,increase the online payment video purchase discount strength;Secondly,comprehensively improve the effect and service of movie-watching;Thirdly,innovate product according to different characteristics of user demand;Fourthly,strengthen user stickiness of user groups;Fifthly,explore potential users with targeted marketing.Based on the analysis of existing users and potential users,there are a large number of people who have not purchased online payment video that meet the characteristics of potential customers.Major clients can conduct targeted promotion according to the characteristics of different groups.In the future,if online paid video can improve video film effect,provide good customer viewing service,and use TV,film advertising and other media for promotion,its paid video still has a lot of space for development. |
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