网络视频自 2006 年快速崛起，竞争也随之进入白炽化，从早期的流量、用户 和带宽争夺，到后来的版权争夺及资源抢购，再到今天后流量时代的圈层文化、 IP 全产业链。网络视频行业走过了高速发展阶段，迈向高质量发展阶段，平台盈 利能力短板日益凸显，纵观整个行业，包括头部平台在内的企业均未能实现盈利， 想要突破盈利瓶颈，必须从整个产业链入手，开发各环节价值。 随着我国互联网的发展和普及，各领域边界日益模糊，相互之间的联系更加 紧密，进入全面合作、融合发展阶段。网络视频行业作为文娱生态中的重要一环， 也开始突破单一产业模式，布局多元化、产业化发展。视频网站同业之间，视频 网站与产业链上下游之间，视频网站与终端之间，视频网站与用户之间，以内容 为核心围绕 IP 进行深度整合，形成文娱内容生态产业链。 本文基于对网络视频行业宏观和微观环境的分析，研究网络视频行业发展的 趋势和机遇，对网络视频产业链各环节进行价值评估。以 AQ 网络视频公司为例， 针对其各环节营销过程以及企业发展中遇到的问题，结合 AQ 公司自身及资源的优 势、劣势、机会、威胁全面分析，全面剖析内容、平台、终端、用户、技术等产 业链各环节，通过重构产业链的方式向外延伸拓展业务范围，加强流量变现、IP 变现、内容变现能力。运用 4C 营销理论，提出适合 AQ 企业全产业链发展的营销 模式，也为其他同业平台提供参考和借鉴，助力网络视频行业健康生态发展。 关键词：网络视频，IP 产业链，4C 营销，用户付费Abstract Since the rapid rise of online video in 2006, competition has become incandescent. From the early competition for traffic, users and bandwidth, to today's post-traffic era of the circle culture and IP industry chain. The network video industry has passed the stage of rapid development, and the shortcomings of the platform's profitability have become increasingly prominent. Throughout the industry, companies including the head platform have failed to achieve profitability. To break through the profitability bottleneck, you must start with the entire industry chain. Develop the value of each link. With the development and popularization of China's Internet, they have entered a stage of comprehensive cooperation and integration. As an important part of the entertainment ecosystem, the network video industry has also begun to break through the single industry model, with a diversified layout and industrialized development. Between video websites in the same industry, between video websites and the upstream and downstream of the industry chain, and between video websites and users, content is taken as the core to carry out in-depth integration around IP to form an entertainment industry chain of cultural content. Based on the analysis of the macro and micro environment of the online video industry, this article evaluates the value of each link of the online video industry chain. Taking AQ online video company as an example, in view of the problems encountered in its various links in the marketing process, combined with the comprehensive analysis of the advantages, disadvantages, opportunities and threats of AQ itself and its resources, it comprehensively analyzes all links in the industrial chain such as content, platform, and users. The method of restructuring the industrial chain extends outward to expand the business scope, and strengthen the ability to realize traffic, IP, and content. Using 4C marketing theory, it proposes a marketing model suitable for the development of the entire industry chain of AQ enterprises, and also provides reference and reference for other peer platforms to help the healthy and ecological development of the online video industry. Keywords: network video, IP industry chain, 4C marketing, user payment目录 第一章 绪论...............1 1.1 选题背景及依据...........................1 1.1.1 选题背景1 1.1.2 选题依据2 1.2 研究的目的与意义........................3 1.2.1 研究目的3 1.2.2 研究意义3 1.3 国内外研究综述...........................4 1.3.1 国外研究综述.......................4 1.3.2 国内研究综述.......................8 1.3.3 研究评述.............................12 1.4 研究方案......13 1.4.1 研究内容.............................13 1.4.2 研究方法与技术路线.........14 第二章 概念和相关理论....................... 16 2.1 基本概念......16 2.1.1 IP 价值.16 2.1.2 内容营销.............................17 2.1.3 视频付费.............................18 2.2 相关理论......19 2.2.1 PEST 理论............................192 2.2.2 价值链理论.........................19 2.2.3 4C 理论.20 2.2.4 SWOT 理论............................20 2.3 本章小结......21 第三章 网络视频行业发展概述...........22 3.1 网络视频行业发展现状.............22 3.1.1 网络视频行业现状............22 3.1.2 网络视频行业规模............23 3.2 网络视频行业环境分析.............25 3.2.1 政治环境分析....................25 3.2.2 经济环境分析....................27 3.2.3 社会环境分析....................28 3.2.4 技术环境分析....................30 3.3 网络视频产业链核心价值分析.31 3.3.1 平台运营商........................31 3.3.2 内容提供方........................32 3.3.3 视频用户............................33 3.3.4 终端合作商........................34 3.3.5 广告主.34 3.4 本章小结......35 第四章 AQ 公司现状及问题分析..........37 4.1 AQ 公司概况.374.1.1 AQ 公司简介.......................37 4.1.2 AQ 公司经营现状...............37 4.2 产业链相关环节营销问题分析.39 4.2.1 内容采购环节营销问题分析...........................39 4.2.2 付费用户业务营销问题分析...........................40 4.2.3 跨界合作营销问题分析....41 4.2.4 广告业务营销问题分析....42 4.3 AQ 公司网络视频营销 SWOT 分析............................ 43 4.3.1 优势.....43 4.3.2 劣势.....43 4.3.3 机会.....44 4.3.4 威胁.....45 4.4 本章小结......45 第五章 AQ 公司网络视频营销策略......46 5.1 IP 全产业链营销解决方案........46 5.1.1 内容采购环节营销解决方案...........................46 5.1.2 付费用户业务营销解决方案...........................46 5.1.3 跨界合作营销解决方案....46 5.1.4 广告业务营销解决方案....47 5.2 基于 4C 营销的用户策略...........47 5.2.1 用户参与的内容生产模式474 5.2.2 依附生态资源发展会员付费业务...................49 5.3 基于 4C 营销的成本策略...........50 5.3.1 多元化内容成本策略........50 5.3.2 突破广告业务成本瓶颈....52 5.4 基于 4C 营销的体验策略...........54 5.4.1 优化视频智能推荐体验....54 5.4.2 泛娱乐生态建设体验........55 5.4.3 5G 赋能多层次服务体验...57 5.5 基于 4C 营销的沟通策略...........58 5.5.1 媒体融合的生态圈沟通机制...........................58 5.5.2 用户评论互动的双向沟通机制.......................59 5.5.3 传播下沉的社交媒体沟通机制.......................59 5.6 本章小结......60 第六章 总结与展望 61 致 谢.........................63。。。。。。以下内容略