国外智能推荐型视频媒体的产业链研究
Research on the Industry Chain of Foreign Intelligent Recommendation Video Media

智能传播时代下,视频化已成为各类媒体转型升级的全球性实践,本文对国外智能推荐型视频媒体YouTube、Buzzfeed和Flipboard的产业链构建进行了对比研究。YouTube的产业链发展较为成熟,注重横向与纵向的双向延伸发展,运用智能技术升级换代供应、生产、传播、营销等多环节,以多种策略激活产业链。Buzzfeed的产业链侧重于“颠覆”与“重构”的动态过程,主要由轻量级的内容生产、巧借渠道的内容分发、以“原生性视频广告”为主的盈利等构成。Flipboard产业链的建设由“依赖性”向“自主性”转变的内容生产,组建频道、新增栏目的内容包装,结合“杂志化”特性的内容传播,与多主体合作、打造品牌广告的内容盈利等环节组成。综合来看,在产业链构建过程中,结构从链状向网状转变,思路由内容主导转向用户主导再到用户引导,注重加强平台经济建设以及运用“互联网+”思维等。未来视频产业链发展可着力于巧用媒介融合,扩展广告业务形态; 以多种形式黏住用户; 抓住产业链的核心环节发展,加强各环节的有机联动性; 加强非智能推荐型视频媒体的算法设计与推荐系统建设等方面。
In the era of intelligent communication, video has become a global practice of various media transformation and upgrading. This paper studies the industry chain construction of intelligent recommendation video media by taking YouTube, Buzzfeed and Flipboard as examples. The development of YouTube’s industry chain is relatively mature, focusing on the horizontal and vertical development, using intelligent technology to upgrade the supply, production, communication, marketing and other links, and innovatively adopting a variety of strategies to activate the industry chain. Buzzfeed’s industry chain focuses on the dynamic process of subversion and reconstruction, which is included producing lightweight content, distributing content through accurate channels and gaining profit based on original video ads. The construction of Flipboard’s industry chain consists of the content production that changes from dependence to autonomy, the content packaging of channels and new columns, the content communication combined with magazine features, the cooperation with multiple subjects to build profitable content of brand advertising. The paper found that the structure of the industry chain in the construction process has changed from chain to network, their thoughts have changed from content-led to user-led to user-guided, and strengthening the construction of platform economy and the use of the Internet plus thinking, etc. Therefore, this paper suggests that the development of video industry chain in the future should focus on using media convergence skillfully, expanding the form of advertising business, sticking to users in various forms, seizing the development of the core links of the industry chain and strengthening the organic linkage of all links, strengthening the algorithm design and recommendation system construction of non-intelligent video media