摘要
视频网站作为新媒体时代互联网的产物,在经历一段坎坷的发展历程后已经逐步走向成熟。目前,网络视频业拥有无限的商业前景。但当务之急是如何提升视频网站的版权意识,如何构建先进的经营理念和管理方式以打造视频网站的品牌,其解决途径是视频网站应不断推出网络新产品;鼓励支持原创视频;倡导与传统媒体合作等营销策略来打造行业品牌,提升品牌忠诚度,进而实现行业盈利。
As the product of the New Media Era,video site has become more mature after undergoing a series of ups and downs in its development.Despite its promising prospects in business,the online-video industry must take as its priority to raise its consciousness of copyright of the individual web station,and to establish the advanced concepts of business and management so as to create its own brand.The solution this article offers is that the video site should continuously provide new products and encourage and support the original internet products,and advocates such strategies as to cooperate with the traditional media to produce a brand with viewer＇s royalty and the business＇s profits.
出处
《北京交通大学学报（社会科学版）》
CSSCI
2011年第2期88-92,共5页
Journal of Beijing Jiaotong University(Social Sciences Edition)
关键词
新媒体
网络视频
品牌建构
营销策略
new media
online video
brand construction
marketing strategies
