Research On Optimization Of Operation Mode Of YouKu

Video is the third carrier after text(pictures)and audio.The process from text and audio sites to video sites on the Internet represents the entire evolution of the Internet.Video websites have rich graphics and images to cater to the traditional behaviors of target groups,and expand carrier communication Period with repeatability,continuity and low cost.Become the new favorite of advertisers.Not only does the portal website update the video content,but the application website also pays attention to the video,not to mention the special vertical video website with the fastest,most complete and latest video content.YouKu is the best proof.However,the high cost of copyright and the heavy burden of intellectual property litigation have seriously troubled the video sharing website and made it difficult to operate it continuously.The root of the appeal lies in the operating mode of the video sharing website.Some people advocate learning from foreign successful YouTube and Hulu models,but practice has proved that they are not suitable for China's national conditions.Through analysis,only the operation mode of "real content,tax compensation,free viewing,advertisement" can fundamentally change the existing predicament of video sharing websites and truly improve the social benefits of the rapid development of video sharing websites,which is determined by the current market environment.According to Porter's value chain theory,this paper discusses the operation mode of Chinese video websites from the perspective of this value chain.Firstly,this paper analyzes the current situation of China's video website operation mode,analyzes and investigates the composition and characteristics of the operation mode and the defects of the video website operation mode,and analyzes the causes of the defects.The standard describes the construction mode of the enterprise and the conditions for the best operation mode of China's video websites,and conducts a case study.YouKu "China's No.1 Video".The profit element of link form is no longer linear form,but evolved into more complex radial form.This form has the relatively complete characteristics of optimizing the operation model,.expanding more value chains,increasing profit regions and improving the interaction of profit factors.To optimize the structure of the operation model,the following conditions must be met:improve the division of labor in the video industry and reach the market segmentation level of video users.Video websites can obtain more video users and participate in establishing enough venture capital websites.