基于受众体验的视频网站广告策略研究——以爱奇艺为例  

Research on advertising strategies of video websites based on audience experience——Take iQIYI as an example

作　　者：周诗怡 殷菲 Zhou Shiyi;Yin Fei(School of Management,Jiangsu University,Zhenjiang,Jiangsu,212013)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《市场周刊》2020年第8期76-77,135,共3页Market Weekly

摘　　要：近年来,我国网络视频行业发展迅速,各大网络视频网站基本形成了较为成熟的盈利模式,广告收入仍然是各大视频网站最大的营运收入来源。但国内视频网站在广告方面存在广告时间过长、广告投放种类不合理等问题。反观全球最大的视频社交网站Youtube却凭借独特的广告模式大获成功。论文以爱奇艺和Youtube的广告为研究对象,分析两者在种类和时长上的差异,提出有助于爱奇艺提高受众体验的广告策略,对国内的网络视频网站也具有一定的借鉴意义。In recent years,China’s online video industry has developed rapidly,and major online video websites have basically formed a mature profit model.Advertising revenue is still the largest source of operating income for major video websites.But there are some problems of video advertisement like advertisement time too long and the wrong mixture of advertisements.In contrast,Youtube,the world’s largest video social networking site,succeeds with its unique advertising model.This paper takes the advertisements of iQIYI and Youtube as the research objects,analyzes the differences between them in terms of type and duration,and proposes the advertising strategies that can help iQIYI improve audience experience,which also has certain reference significance for domestic network video websites.

关 键 词：网络视频广告 爱奇艺 广告时长 受众 

分 类 号：F713.8[经济管理—广告]