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论文编号：	14087
作者编号：	2120202983
上传时间：	2023/6/8 23:17:10
中文题目：	PUGC模式下中视频企业竞争情报研究-以西瓜视频为例
英文题目：	Research on Competitive Intelligence of Medium Video Enterprises under PUGC Mode - Taking Watermelon Video as an Example
指导老师：	李颖
中文关键字：	竞争战略；竞争对手；竞争环境；中视频；PUGC模式
英文关键字：	competitive strategy, competitors, competitive environment, medium video, pugc
中文摘要：	在线视频行业市场竞争日益激烈，我国在线视频企业面临着更多的机遇和挑战。中视频，是一种时长介于长短视频之间的视频，作为在线视频中的一个新领域，其创作人员中PUGC（专业用户制作内容）占比更高，中视频有一定的制作门槛，需要创作人员投入专门精力。从内容信息密度来看，中视频的信息量要远远超过短视频，甚至是长视频信息密度的浓缩版。在互联网信息碎片化的时代里，中视频比短视频能够承载更多的信息，比长视频又有着内容观看节奏，方便用户快速汲取自己想要获得的知识，我国互联网内容传播渠道中，正在出现“视频转向”趋势，高于短视频信息承重量和低于长视频制作成本的中视频，正在成为我国视频消费的新赛道。 论文首先对目前我国中视频行业以及PUGC模式的发展情况做了简单的介绍，表明了竞争情报在中视频企业应用的必要性。同时，本文提出将竞争情报理论和PUGC模式下中视频企业未来发展相结合，根据文献综述法、情报学分析方法、网络调查方法等研究方法，结合企业竞争情报研究内容的三个方面，竞争环境分析、竞争对手分析和竞争战略分析，以西瓜视频为例，使用PEST分析法、波特五力分析模型、SWOT分析法详细的论述了我国中视频企业竞争环境，然后识别其行业内现存竞争对手哔哩哔哩并使用四角模型进行竞争对手分析，再根据西瓜视频实际情况进行了战略可行性分析，为其选择了相适应的竞争策略并提出了具体实施方案，最后对全文进行总结并展望今后的研究方向。本文的创新点在于将PUGC模式与中视频企业的竞争结合在一起，希望通过本研究给我国中视频企业实施竞争情报研究带来一定的启示。
英文摘要：	With the increasingly fierce market competition in the online video industry, China's online video enterprises are facing more opportunities and challenges. As a new field in online video,medium video has a higher proportion of its creators in PUGC (professional user produced content). Medium video has a certain production threshold, and requires dedicated efforts of the creators. From the perspective of content information density, the information content of medium video is far more than that of short video, even the condensed version of long video information density. In the era of Internet information fragmentation, medium video can carry more information than short video, and has a rhythm of content viewing than long video, which is convenient for users to quickly learn the knowledge they want. In China's Internet content transmission channels, there is a trend of "video diversion". Medium video, which is higher than short video information and lower than the production cost of long video, is becoming a new track of video consumption in China. Firstly, the paper gives a brief introduction to the current development of medium video industry in China and PUGC mode, indicating the necessity of applying competitive intelligence to medium video enterprises. At the same time, this article proposes to combine the theory of competitive intelligence with the future development of medium video companies under the PUGC model. According to research methods such as literature review, intelligence analysis, and network investigation methods, combined with three aspects of enterprise competitive intelligence research content, competitive environment analysis, competitor analysis, and competitive strategy analysis, taking watermelon video as a case, using PEST analysis, Porter's Five Forces Analysis Model ,SWOT analysis method discusses the competitive environment of medium video companies in detail, then identifies the existing competitors in their industry, Bilibili, and uses the four corner model to analyze their competitors,based on the actual situation of watermelon video, a strategic feasibility analysis was conducted, and suitable competitive strategies were selected and specific implementation plans were proposed. Finally, it summarizes the full text and looks forward to future research directions. The innovation of this article is to combine the PUGC model with the competition of medium video platforms. I hope this study can provide some enlightenment for medium video companies to implement competitive intelligence research.
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