Guo: Research and analysis of domestic network video status

       2006 is the year of the development of China's network video industry, network video platform operators are also a variety of major categories including online film and television, traditional portal category, TV organizations, Peer-to-peer streaming media class, Video sharing classes and video search classes. With different backgrounds and different types of enterprises entering, the rapid development of the emerging network video industry, but also exposed the industrial chain, the positioning of various links unclear, business operation mode is not clear and competitive homogeneity of a series of problems.
       Network Video industry development can be divided into the import period, into a long-term, mature stage three stages, of which 2006 before the Chinese network video industry development of the import period (that is, the early days of the industry), 2007-2010 for its long-term (that is, the industry's high-speed development period), 2011 and then become its maturity (that is, the industry matures, again breakthrough period).
        Network Video industry is at the beginning stage, the industrial chain is only a preliminary shape. In the network video industry chain, a large number of participants, rapid development, at the same time fierce competition, forming a content provider, network platform operators, technology providers, distribution channels, advertisers, users, etc. as the main form of the network video industry chain. At present, the domestic network video industry chain still has the characteristics of cross competition and fuzzy chain boundary.
       How to strengthen the division of labor in all aspects of collaboration, cooperation and mutual win is the key to the development of the industry. The author thinks that in the early stage of the industrial chain, only close platform, technology, content and channel of the cooperative relationship, the development of industry can have an orderly, healthy market environment, the market value of the industry can maximize the embodiment and recognition. The successful development of an industry should be the result of the realization of mutual win among the parties in the industrial chain. In the industry chain, content providers, network video platform operators, technology providers, distribution channels and users are the most important links in the chain.
     In order to consider the competitiveness of different network video operators, set up the relative competitiveness of the matrix map, according to the operator's core resources (including user, network, content, technology and capital resources) advantages and by external factors (industry growth, Competition threshold and policy risk) affect the degree of establishment two dimensions. According to all kinds of network video operators in these two indicators of the comprehensive score to determine its position in the matrix map. According to the characteristics of the distribution of competitive power network video operators are presented as comprehensive dominance class, vertical dominance class and search class three categories.
       from the perspective of long-term development, vertical advantage classBusiness in competitive resources have a single performance, not enough to become the network video industry leader, in addition to the relevant policies, threshold factors. and the integrated advantage class operators can often be in the user, content, technology, network bandwidth, funds and other external factors to master a dynamic balance, so the most competitive strength. There are two possibilities for the competition between the integrated competitive advantage and the vertical competitive edge: One is the combination of the dominant party and the vertical dominant party. First, the vertical advantage and potential advantage of the successful listing after the formation of the challenge to the comprehensive side.
       from the domestic network video development characteristics and status of the future development of the network video industry, all kinds of network video operators in addition to continue to cooperate according to the industrial chain development model, The Portal class network operators with comprehensive advantages may carry out mergers and acquisitions for vertical dominant network operators and occupy the leading power of the development of network video industry.
       In addition, the potential advantages of the next two years operators are likely to develop with the integrated advantage class operators in the market competition against the forces, the two together to carve out the main share of video brand advertising. (text/Guo)