在线视频营销策略中英文外文文献翻译.docx
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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(此文档为word格式,下载后您可任意修改编辑!
)文献出处:
TrimG.TheresearchofonlinevideomarketingstrategyJ.QualitativeMarketResearch,2016,5(9):
31-41.原文TheresearchofonlinevideomarketingstrategyTrimGAbstractInternettechnologyiscontinuouslyexpanding,onlinevideositesnotonlyrelyonthebuythecopyrightofvideoshowacoincidence,butthebusinessextendedtotheindustrialchainupstream,tryhomemadedrama.Fromthephasecoincidencewithadvertiserscooperationway,independencecanbeproducedbynow.Intheprocessoftrialanderror,homemadedramagraduallyclearandmaturebusinessmodelwhichisworthin-depthstudy.Existingliteratureonhomemadedramastudyisless,andmorefromtheperspectivesofcommunicationorasingleaspect,suchascontent,marketing,profit,etc.Consideringthehomemadeplaymoremarket-orienteddevelopmentbackgroundandproductproperties,soitisnecessaryfromtheperspectiveofmarketing,collectthelatestdata,accordingtothe4ptheory,thecomprehensiveanalysisofhomemadedrama.Keywords:
onlinevideo;marketing;strategy1IntroductionOnlinevideositeshomemadedramaandhereinafterreferredtoashomemadedrama,ismadebyindependentonlinevideositesself-builtteamorjointproductionandprofessionalfilmandtelevisiondrama,accordingtotheageoftheInternetaudiencethinking,foruserstocustomizeciaocapacitors,exclusivenetworkTVbroadcast,conformtothebrandstyle.Itisdifferentfromthegeneralnetwork,homemadedramaproducedbyonlinevideositestheircapitalcontribution,inhousealone,completelyownsthecopyright,etc.,forsecondarydevelopment,suchasgames,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.2onlinevideohomemadeplayproductstrategies2.1ImproveusersshareInternethasbroughtconvenienceforpeopleslife,peoplemoreandmoredependentontheInternet.MankindhasenteredthegreatageoftheInternet,theInternetisappliedtoeverycornerofhumanlife,andinsuchabackground,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.2.3ProvidecustomizedproductsMoreattentioniswhethertheTVcontenttoattracttheiraudience,good-lookingTVshownomatterthesource,willobtaintheaudiencehighpraise,attractedalargenumberofusertraffic.Sohighlevelsofproduction,theaudience
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