“搜狐视频”发展策略研究

摘要：互联网的迅速发展，网络视频电视已经成为了媒体传播界不可或缺的一部分，并且在整个传播行业逐步的显现出它的重要性与影响力，其发展趋势也十分迅速，这引起了越来越多的研究者开始关注网络电视视频行业。本文从以“搜狐视频”作为研究对象，从分析搜狐视频的现状入手，进一步从搜狐视频的网站内容、传播方式、广告植入和品牌观念等方面来分析了搜狐视频的营销策略，从而发现搜狐视频营销策略的不足之处并提出了改进建议。本文意图为搜狐视频将来改进视频营销策略时提出建议，并将搜狐视频作为国内视频网站的成功营销案例来让其他视频网站共同借鉴，同时也为国内其他视频网站的多元化发展提供可参考的发展路线。47038

毕业论文关键词：搜狐视频；发展策略；内容营销

"Sohu video" development strategy research

Abstract: The rapid development of Internet, network video television has become an integral part of the media, the media and in the communications industry gradually shows its importance and influence, its development trend is also very rapidly, it has attracted more and more researchers begin to pay close attention to network TV video industry. This article from the "sohu video" as the research object, from the analysis of sohu video of the present situation, this paper further from sohu video content, mode of transmission, advertising implanted and brand concept, etc, to analyze the sohu video marketing strategy, and sohu video marketing strategy of the deficiencies and improvement Suggestions are put forward. This intention as sohu video improvement video marketing strategy, put forward the proposal in the future, and sohu video, as the successful marketing case of domestic video site to common reference to other video sites, but also for the persified development of other domestic video sites provide reference for the development of route.

Keywords: Sohu video; Development strategy; Content marketing

一、绪论 4

（一）前言 4

（二）研究目的和意义 4

（三）研究背景 5

（四）研究思路及方法 5

二、搜狐视频现状分析 6

（一）搜狐网络视频的概况 6

1、搜狐视频的内容设置 6

2、搜狐视频的节目内容来源 6

3、搜狐视频的内容定位 7

4、搜狐视频自制视频 7

（二）搜狐视频的优势 9

（三）搜狐视频的劣势 10

三、搜狐视频发展策略分析及改进建议 12

（一）营销策略分析 12

1、优化广告效果，提升用户体验 12

2、依靠视频内容优势，实现网络新媒体营销 13

3、专业制作内容，针对用户精准营销 15

4、维护品牌形象，维持稳定用户关系 16

（二）改进建议 17

1、完善“大数据”的评估效果 “搜狐视频”发展策略研究:http://www.youerw.com/guanli/lunwen_48960.html