基于蓝海战略的国内视频网站商业模式策略研究——以“爱奇艺”为例
Research on Business Model Strategy of Do-mestic Video Websites Based on Blue Ocean Strategy—A Case Study of iQiYi

视频网站作为视频信息的重要传播方式已经成为人们生活中难以或缺的一部分，目前国内视频网站数量众多，竞争激烈，但大部分却长期处于亏损状态。本文从国内视频网站商业模式的“红海”现状出发，以视频网站爱奇艺为个案研究对象，运用蓝海战略的“剔除–减少–增加–创造”坐标格来分析爱奇艺的商业模式，从而更加深入地研究国内视频网站的商业模式，在此基础上分析国内视频网站在商业模式上发展的困境与问题，运用蓝海战略的六项原则探索国内视频网站未来如何完善商业模式的新对策，如重建市场边界、注重全局而非数字等，期望得出具有借鉴意义的启示。
As an important means of video information dissemination, video websites have become a difficult or missing part of people’s life. At present, there are a large number of domestic video websites with fierce competition, but most of them are in a state of loss for a long time. Starting from the current situation of the “Red Ocean” of the business model of domestic video websites, taking iQiYi as the case study object, this paper used the “elimination-reduction-increase-creation” coordinate lattice of blue ocean strategy to analyze iQiYi’s business model, so as to further study the business model of domestic video websites. On this basis, the paper analyzed the difficulties and problems of the development of domestic video websites in the business model. Using the six principles of blue ocean strategy, the paper explored new countermeasures on how to improve the business model of domestic video websites in the future, such as rebuilding the market boundary, paying attention to the overall situation rather than numbers, etc. It is expected to draw enlightenment with reference significance.