在线视频营销策略中英文外文文献翻译.docx

在线视频营销策略中英文外文文献翻译.docx

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本科毕业设计（论文）

中英文对照翻译

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文献出处:

TrimG.Theresearchofonlinevideomarketingstrategy[J].QualitativeMarketResearch,2016,5（9）:

31-41.

原文TheresearchofonlinevideomarketingstrategyTrimG

Abstract

Internettechnologyiscontinuouslyexpanding,onlinevideositesnotonlyrelyonthe"buythecopyrightofvideoshowacoincidence,butthe

businessextendedtotheindustrialchainupstream,tryhomemadedrama.Fromthephasecoincidencewithadvertiser’scooperationway,independencecanbeproducedbynow.Intheprocessoftrialanderror,homemadedramagraduallyclearandmaturebusinessmodelwhichisworthin-depthstudy.Existingliteratureonhomemadedramastudyisless,andmorefromtheperspectivesofcommunicationorasingleaspect,suchascontent,marketing,profit,etc.Consideringthehomemadeplaymoremarket-orienteddevelopmentbackgroundandproductproperties,soitisnecessaryfromtheperspectiveofmarketing,collectthelatestdata,accordingtothe4ptheory,thecomprehensiveanalysisofhomemadedrama.

Keywords:

onlinevideo;marketing;strategy1Introduction

Onlinevideositeshomemadedramaandhereinafterreferredtoas"homemadedrama",ismadebyindependentonlinevideositesself-builtteamorjointproductionandprofessionalfilmandtelevisiondrama,accordingtotheageoftheInternetaudiencethinking,foruserstocustomizeciaocapacitors,exclusivenetworkTVbroadcast,conformtothebrandstyle.Itisdifferentfromthegeneralnetwork,homemadedramaproducedbyonlinevideositestheircapitalcontribution,inhousealone,completelyownsthecopyright,etc.,forsecondarydevelopment,suchas

games,filmadaptation,peripheralproductdevelopment,etc.Thedevelopmentofhomemadedramahasexperiencedtwostages.Thefirststageistheexplorationphase,from2009to2011.Duringthisperiod,onlinevideositesaretryingtomakenetworkskits,moreisactivelyseekinganewwayofadvertising,advertisingandvideoprograms,isexploringforquickprofitsoutoftheformofaproduct.Onmakinghomemadeplayduringthisperiodisrelativelyrough,becauseoftheneedtojointthedemandoftheadvertisers,didnotfocusonthephotography,theplotoractors,butmoretoadvertising.Thesecondphaseisthedevelopment,since2012.Duringthisperiod,withtheimprovementoftherelatedpolicy,developmentofonlinevideosites,homemadedramabecomeeachbigfocusdirectionoftheonlinevideosites.NolongergetmoreADrevenueforthepurpose,butmorewiththechariot,makingtheaudiencefavoritehomemadedrama,totakeadvantageofthebrandreputation.Thesehomemadeplaysaccordingtothecharacteristicsoftheonlinevideositesthemselves,researchtheaudienceviewinghabits,selectinterestingscript,introducinghighlevelproductionteam,andcultivatetheiractors,productionofvarioustypesofhomemadedrama,tosatisfydifferentneeds.

2onlinevideohomemadeplayproductstrategies2.1Improveusersshare

Internethasbroughtconvenienceforpeople'slife,peoplemoreandmoredependentontheInternet.MankindhasenteredthegreatageoftheInternet,theInternetisappliedtoeverycornerofhumanlife,andinsuch

abackground,onlinevideowebsitearisesatthehistoricmoment,andwiththeimprovingofthetechnologytoobtainfurtherdevelopment.Internettechnologiestosupportalargeamountofinformationstored,theaudiencecanchooseaccordingtotheirowntimewhendeepwebinformation,nolongerbearalso,theinformationcouldnotbesaved,anddisappeared.Onlinevideositesarecateringtothechangeofthewaytheaudiencereceivinginformation.Becausetheaudiencethesehabitschange,onlinevideositesastheywatchedvideoinformationbetter.Wherethereisdemandthereisproduct,onlinevideositesintheprocessofcontinuouslymeetthedemandofaudienceprogress,andtoimproveitsserviceandtechnologystrivesforthebetterdevelopment.2.2DifferentiationofproductinnovationCompetitoranalysisaimstofindoutthecompetitionspace,makethecompetitivestrategy.Internalcompetitionisthecompetitionbetweendifferentonlinevideositeshomemadeplay,thecompetitionbetweenthemajoronlinevideosites.Eachbigonlinevideositesnotonlybrandpenetrationishigher,theusercoveragerateishigher,butlessloyalusers,userswillnotonlychooseanonlinevideo,butatthesametimetheuseofmultipleonlinevideositestowatchfilms.Onlinevideositeshomemadeexternaldirectcompetitorsoftheplayare:

traditionaltelevisionbroadcastontelevision,onlinevideowebsiteoutsourcingoverseasTVshowsonTV,onlinevideowebsite.Sowemustmakeinnovation,toachieveafavorablepositioninthefiercecompetition.

2.3Providecustomizedproducts

MoreattentioniswhethertheTVcontenttoattracttheiraudience,good-lookingTVshownomatterthesource,willobtaintheaudiencehighpraise,attractedalargenumberofusertraffic.Sohighlevelsofproduction,theaudiencearefondofhome-madedramaisthekeytograbmarket.Moredevelopmentmodeatthesametime,improvetechnology,givestheuserabetterviewingexperience,fluencyandclarityisafoundation,suitableforallkindsofterminalequipmentisthekey,especiallyinthemobileterminal,homemadedramaepisodeslengthandalsoconformstothetimecharacteristicsoftheaudience,airtimeforlunchatnoonandnightbeforegoingtobed,canobtainmoreusers.3Onlinevideohomemadedramaprofitablestrategies3.1ThewholeindustrialchainplatformprofitmodelHomemadeplaythewholeoperationisdividedintofourparts:

capacity,videoplayback,advertisingproduction,secondarydevelopment,includessixmainstakeholders:

thecontentoftheotherindependentproductionagency,onlinevideosites,othervideoplaybackplatform,advertisers,secondarydevelopersandusers.Homemadedramaproductioninvolvestwostakeholders:

independentcontentproductionorganizationusuallyisaprofessionalfilmandtelevisionproductioncompanyorpersonalstudio.OnlinevideositesAsituationiscompletelymadebyonlinevideosites,homemadeplaywithindependentstudio,fromchoosingscripttoediting,

etc.,independentoperation.Anothercaseistheonlinevideositesandotheragencies,filmandtelevisionproductionmethodofcooperationsuchascapitalcooperation,productioncooperation.

3.2Lowoperatingcost

Homemadelowercostofoperationandcontentoftheplay,recoveryandfast,highprofitspaceislarger.Thushomemadeproductsbecomethemainprofitofonlinevideosite,andthisiswhytheonlinevideositeshaveissuedhomemadeplaystrategy.Inaddition,thehomemadeplaymainsourcesofrevenueareadvertisingexpenses.Otherincomeissuchascopyrightdistribution,secondarydevelopment,membershipfee.Butthefuturewiththedeepdevelopmentofhomemadedrama,copyrightsellingandmembershipfeewillbethemainsourceofincome.4ChannelstrategyofonlinevideohomemadedramaChannelistheproductsellingtoaccordingtothemarketingchannel,usuallywithdirectmanufacturers,distributors,resellers,onlinesales,etc.Onlinedependingontheamountofhomemadedramachannelreferstothebroadcastchannels,namelywhatpathwaysthroughonlinevideositeshomemadeplaythevideotothefrontoftheuser.

4.1ServicesplatformonlinevideositesrunAsthesolehome-madedrama,itspurposeistoattractpeoplesegment,ratherthanforthemasspopulation,intermsofgem,choiceofactors,shootingscripthasmore

freedomofchoice,onlyneedtomeetthedemandofthatpartofthepopulationsegment.Becauseoftheuniquenessofthecrowd,canbemoretricksoncreation,productionandeditinghavemorefeatures,homemadeplaytaghasmorepeople.Suchself-madedramaisusuallyonlinevideositescustomized,developingitsbrandfeaturesanduserfeaturesandproductiononmarketandotherhomemadedramashowdifferentcharacteristics.Becauseonlyintheirownonlinevideosites,targetusersmightwanttowatchthisfavoritehomemadedramaandfirmlylocktheonlinevideosites,formingbrandloyalty.Andonlinevideositesthroughthewindow,thispartfirmlygraspingthesubdividedpopulationflow,ratherthanthetraditionaldrama,inthecrowdflowandotheronlinevideositeshavehighercontactratio.Sotherunway,makingadvantagecanbeaccordingtothespecificbranditselfandthetargetuserpreferencefreelancewriting,scaleselfsplitcontrol,toproducemorecatertopeople'scharacteristicsofhomemadedrama.

4.2CopyrightsellingtootherplatformsOtherplatformsatpresentismainlytelevision,thebroadcastchannelalternativeway.Althoughthehomemadedramaisproducetheirownindependentonlinevideositesplaybeginningtoseizetheusertrafficproducts,butthereisasmallamountofhighqualityhomemadeshowfavorbytelevisionbecauseofthehighhitrateishigher.Anaudienceofusersisthenationaltelevision,broadcastandTVduringprimetime,haveafixedandalargenumberofusertraffic.

Thereisnodoubtthatthehomemadedramaafterthetelevisionbroadcast,cancoverawiderrangeofpeople,toonlinevideositesattractmoretraffic.Thereisnodoubtthatthesaleoftelevisionisoneofthecountless'incomes.Aboveanalyzed,homemadedrama'smainsourceofincomeisadvertisingandsecondarydevelopment,butatpresent,advertisersadvertisenotpickavideoprogram,butthepackageisbrokenalladvertisingonlinevideositesforaperiodoftime.Therefore,homemadeplayadvertisingrevenuecannotserveasanindependentincome.

5OnlinevideohomemadedramapromotionstrategiesUsuallyforaweek,thatis,televisiondramawill