百度视频内容运营策略研究

发布时间：2018-06-15 16:23

本文选题：百度视频 + 内容运营　；参考：《河北大学》2017年硕士论文

【摘要】：《第39次中国互联网络发展状况统计报告》的数据显示,截至2016年12月,网络视频用户的规模已达5.45亿,占网民总体规模的74.5%。庞大的用户群体催生各类型视频平台不断涌现,视频行业竞争激烈,要使自己的视频平台脱颖而出,制定正确的内容运营策略至关重要。在新的时代背景下,内容的价值创造由生产到发布的全环节接力增值实现。因此,内容运营策略也应是围绕内容增值全环节的运营计划。本文中对百度视频内容运营策略的研究,涵盖了除内容生产之外的其他环节,希望为我国同类型视频平台内容运营策略的制定提供一定的启示。通过对百度视频内容选择的分析,笔者发现,其内容选择有的放矢,重点对热点事件以及娱乐内容进行运营,以保证视频平台的流量基点,同时,有意识地推荐如动漫、游戏等蕴含潜力的周边内容,满足“粗尾”用户的需求;在特色内容产品的打造方面,百度视频结合自身的资源优势,积极寻求与专业团队的合作,打造了PGC内容生态以及小度直播聚合平台;在视频内容同质化严重的情况下,内容体验成为用户衡量视频平台优劣的重要标准,百度视频率先布局VR技术,提升内容质感;创新观赏“规则”,完善用户体验。相较于其他主流视频平台,百度视频的品牌辨识度较低,这与其自身不生产内容有关。为弥补这一不足,百度视频通过内嵌技术,为受众营造品牌明确的传播环境,通过明星“背书”,提升品牌知名度;在内容发布方面,百度视频适应用户观看习惯,准确把控内容推荐。针对在研究过程中发现的问题,结合当前视频产业的发展现状,笔者总结出以下优化策略:落实“把关”制度,防止版权纠纷和触碰尺度红线;发挥大数据资源优势,提升内容服务;完善内容互动机制,优化用户内容体验;精耕PGC内容产品,增强品牌影响力;将场景因素嵌入内容发布,提高视频点击率。
[Abstract]:According to the 39th China Internet Development Statistics report, as of December 2016, the number of Internet video users had reached 545 million, accounting for 74.5 percent of the total number of Internet users. With the emergence of various types of video platforms due to the huge user groups, the competition in the video industry is fierce. In order to make their own video platform stand out, it is very important to formulate the correct content operation strategy. In the context of the new era, the value creation of content from production to release of the whole-link relay value-added realization. Therefore, the content operation strategy should also be a business plan around the whole link of content increment. In this paper, the research of Baidu video content operation strategy covers other links besides content production, hoping to provide some inspiration for the formulation of content operation strategy of the same type video platform in China. Through the analysis of Baidu video content selection, the author found that its content selection is targeted, focus on hot events and entertainment content operation, to ensure the video platform flow base point, while consciously recommended such as animation, Games and other potential peripheral content to meet the needs of "coarse tail" users; in the creation of feature content products, Baidu video combines its own resource advantages, actively seeking cooperation with professional teams, Created PGC content ecology and small live broadcast aggregation platform; in the case of serious homogeneity of video content experience has become an important standard for users to measure the advantages and disadvantages of video platform Baidu video take the lead in the layout of VR technology to enhance the content texture; Innovative viewing "rules", improve user experience. Compared with other mainstream video platforms, Baidu video brand recognition is low, because it does not produce content. In order to make up for this deficiency, Baidu Video through embedded technology to create a clear communication environment for the audience, through the star "endorsement" to enhance brand awareness; in terms of content release, Baidu video adapts to user viewing habits. Recommend the control content accurately. In view of the problems found in the research process, combined with the current development situation of the video industry, the author summarizes the following optimization strategies: implementing the "gateways" system, preventing copyright disputes and touching the red line of scale, giving full play to the advantages of big data resources, Enhance content service; improve content interaction mechanism, optimize user content experience; fine farming PGC content products, enhance brand impact; embedding scene factors into content publishing, improve video click rate.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

【参考文献】