腾讯视频会员式营销

腾讯视频会员式营销 摘 要 腾讯视频，是定位于中国最大在线视频媒体平台，同时也是一款视频播放器。其以丰富的内容、极致的观看体验、便捷的登录方式、24小时多平台无缝应用体验以及快捷分享的产品特性，满足用户在线观看视频的需求。 2011年4月，腾讯视频上线测试，使用域名为原腾讯播客域名，腾讯QQLive网站已被纳入到腾讯视频中同步运作。 关键词:腾讯视频;视频平台; and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 目 录 引 言 ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 2 1腾讯视频概况 ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 3 1.1产品标识 ???????????????????????????????????????????????????????????????????????????????????????????????????????????????? 3 1.2产品特点 ???????????????????????????????????????????????????????????????????????????????????????????????????????????????? 3 2公司营销现状 ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 4 2.1视频战略 ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 4 2.2会员 ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 5 2.3独播美剧 ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 5 3发展潜力 ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 5 3.1视频时代来临 ?????????????????????????????????????????????????????????????????????????????????????????????????????????? 6 3.1广告从电视转向网络视频 ?????????????????????????????????????????????????????????????????????????????????????? 6 3.1网络视频改变用户习惯 ?????????????????????????????????????????????????????????????????????????????????????????? 7 4腾讯视频营销策略 ????????????????????????????????????????????????????????????????????????????????????????????????????????????? 8 4.1腾讯视频弯道超车 ?????????????????????????????????????????????????????????????????????????????????????????????????? 8 4.2腾讯视频的优势 ?????????????????????????????????????????????????????????????????????????????????????????????????????? 8 4.2.1全网最大的平台 ????????????????????????????????????????????????????????????????????????????????????????????? 8 4.2.1全网最多的数据 ????????????????????????????????????????????????????????????????????????????????????????????? 9 4.3V+模式凸显营销价值 ???????????????????????????????????????????????????????????????????????????????????????????? 10 5结论 ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 14 参考文献 ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 15 沈阳理工大学课程实践() 腾讯视频网络会员式营销实践 引言 2005年，三名PayPal员工创立了YouTube，视频网站的概念在全世界开始流行。Youtube开启了一个新时代，一个隶属于视频的互联网新时代。如今时过境迁，炙手可热的在线视频行业经过岁月的洗礼与市场充分竞争带给整个互联网行业以及亿万网民的却是全新的机遇与变革，正引领着一个新媒体时代的到来——大视频时代。 根据艾瑞数据显示，目前中国有4.9亿网民使用在线视频服务，在线视频的用户规模和时长份额已经跃居第一，成为互联网第一大应用。这意味着每10个网民当中就会有8-9个人每天通过视频媒介感知世界。在大视频时代和移动互联网的交融与互推下，视频行业未来也将“站在”整个互联网产业的“云端”，随时随地为网民提供视频服务。 1 1 腾讯视频概况 1.1 产品标识 据悉，腾讯视频新logo代表了:高质量、愉悦、品味、丰富、生味，希望通过新logo表达:腾讯视频将为用户带来更方便、更流畅的观看体验，以播放键为视觉载体，由象征播放按钮的三角键拼联而成，本次logo配色采用的是红、绿、蓝三种色彩进行搭配，组成五彩缤纷热带鱼造型，寓意腾讯视频方便快捷的观看体验和自由丰富的选择。 另外，腾讯在线视频部总经理刘春宁在接受《第一财经日报》记者采访时曾表示，腾讯视频眼下正在投入巨额资金获取内容、优化体验，5亿元投资互联网影视基金、4.5亿元投资华谊正是其中一角。加上版权内容购买和CDN网络建设，投入总额已超10亿元 1.2 产品特点 7大优点 1.内容丰富:涵盖电影、电视剧、直播等最新最热分类和内容 2.高清画质:众多380P高码率影片，给人影院版的视听享受 3.播放流畅:采用最新的P2P下载引擎，根据网络情况自适应 4.互动分享:一键分享到空间微博等，直播互动还能边看边聊 5.预订提醒:无论直播还是连载节目均可预订QQ消息及时提醒 6.贴心功能:直播回放、画中画、跳过片头处处彰显人性设计 7.酷炫界面:时尚大气，操作流畅炫酷、导航新颖实用 ff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staHope the city's system of s, Government Office work task is glorious, a great responsibility. serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrade-banner of leading organs of self discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not-sion of various corruption and selfng public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the eroAdhere to the "Ni culous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meti place e content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of asmall matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on ththe meticulous, detailed style. In the Office is no Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward and other bad habits. meeting of the Office of the municipal government reports on innovationroots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary -oration, efforts for grasscollab2 沈阳理工大学课程实践(论文) 2 公司营销现状 2.1 视频战略 腾讯视频“全新出品”战略，是以原创内容为核心，辅助原创节目、自制网剧、微电影、短片大赛/扶持计划四大引擎保驾护航的战略，腾讯视频坚持为用户打造优质内容，将大力推进原创战略，让用户对腾讯视频的产品更加满意。 A、原创节目 原创节目是腾讯出品战略四大引擎中的核心部分，腾讯视频原创社会纪实人物访谈节目《某某某》已经多次逆向登录北京卫视、上海东方卫视、深圳卫视、河南卫视等多家知名电视台。据悉，除《某某某》外，腾讯视频计划打造包括《召忠说军事》、《商业人生》、《名人坊》、《体坛当道》、《西甲大爆炸》、《NBA星播客》、《姚明传》等25档原创节目，涵盖新闻、财经、娱乐、体育、游戏、时尚、汽车等众多领域，为受众提供差异化的原创内容。 B、自制网剧 自制网剧突显创意源泉。腾讯视频已制定详细的自制网剧发布计划，以平民巨星网络选秀为题材的《X级尺度摄影棚》等多部优质自制网剧都在筹划之中;以微博为背景、以视频为载体，展现年轻人“微生活”的首部微博娱乐互动情景 也将在腾讯视频独家首播;而腾讯视频与星美传媒共同出品的十剧《男左女右》 季百集网络大电影《星踪魅影》，将以电影的视野格局和拍摄手法，打造网剧的领军之作。 C、微电影 微电影展现大众的心声。在微电影方面，腾讯视频计划联合中影集团和第六代名导宁浩、贾樟柯、陆川、王小帅等推出每集20分钟左右，源于真人真事的电影短片，每一部都设置一个愿望，通过微博平台互动，聚集大众力量助其梦想成真。不久前腾讯视频斥资4.5亿入股华谊，积极进入影视产业上游，这都为其推出微电影自制剧提供了优质资源，同时源于现实的创作背景更拉近了观众与腾讯视频之间的距离。腾讯计划在未来打造“让爱传递全世界”公益微电影，届时腾讯视频将为那些需要帮助的人做出更多的贡献。 D、短片大赛/扶持计划 电影人的新舞台。“让每个热爱电影的人都有自己的舞台”可以说是腾讯视频九分钟原创电影大赛的真正含义。腾讯视频从概念、专业性、定位和内容导向四个方面全面出击，构建完善平台，让每位对电影饱含梦想的人都可以在此获 3 得追逐梦想的机会。在九分钟原创电影大赛中，腾讯为给更多年轻导演更大的鼓励和更多的机会，特与九分钟电影大赛组委商讨，推出“18*5单元”电影环节，让5位青年导演在陆川导演的监制下，分别完成一段18分钟的短片，并最终组成一部90分钟的大电影《最美好的时光》，腾讯将极力推动《最美好的时光》的全国院线放映。 2.2 会员制度 开通1)直接去腾讯充值中心支付开通好莱坞会员。2)在腾讯视频的主站使用QQ账号登陆后，点击昵称后面的好莱坞会员图标支付开通。3)在好莱坞影院点击开通好莱坞会员，或者登陆后点击昵称后面的会员图标，再或者直接点击导航上的开通会员按钮，都可以去支付开通会员。 关闭 通过预付费方式开通的会员服务无法手动关闭需要等服务到期后系统自动关闭。 资费有效期 好莱坞会员服务资费原价30元/月，促销期间优惠广大用户20元/月 月服务期限:开通当日起31天后截止。 作用 可以跳过视频开头广告，免费观看热播付费电影，下载超清视频。 2.3 独播美剧 影视字幕组频频关闭，一度令美剧迷们担心今后陷入无剧可追的尴尬。2014年11月25日传来的一个消息，或许可以让他们稍感安慰。从2015年起，腾讯视频将成为美国HBO在中国内地互联网视频上的独家官方授权播放平台，将播出多部经典美剧。据腾讯视频副总裁孙忠怀介绍，腾讯视频将与美国付费电视台HBO和影视制作巨头华纳兄弟达成战略合作。此前，HBO仅与央视有过合作，向中国内地观众播放一系列经过配音和删减的美剧，此次联手腾讯视频，是其首度与中国视频网站开展合作。据了解，从2015年开始，腾讯视频将独家播放包括《兄弟连》《新闻编辑室》《权力的游戏》等在内的经典美剧。同时，腾讯视频还将独家呈现华纳2015年新上映的电影，这两类内容都可能将以付费的方式在网站播出。 oration, efforts for grasscollabff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staHope the city's system of s, Government Office work task is glorious, a great responsibility. serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrade-banner of leading organs of self discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not-sion of various corruption and selfng public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the eroAdhere to the "Ni culous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meti place e content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of asmall matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on ththe meticulous, detailed style. In the Office is no Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward and other bad habits. meeting of the Office of the municipal government reports on innovationroots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary -4 沈阳理工大学课程实践(论文) 3 发展潜力 3.1视频时代来临 根据艾瑞数据显示，2012年，我国网络视频用户已达4.9亿，占全国网 民总数80%-90%;手机视频用户超过1亿，并加速向移动互联网环境下的 “智能终端+APP”模式迁移;互联网电视终端覆盖率超过3000万户，网络 视频成为网民的第一大互联网应用。网络视频行业的竞争也日趋白热化，各大企业争相把网络视频作为未来发展重点:腾讯视频迅速崛起，百度回购爱 奇艺，优酷土豆合并，搜狐视频差异化布局成形，未来网络视频行业仍将面 临激烈竞争和洗牌。随着网络视频用户的激增和三网融合的发展， 3.2广告从电视转向网络视频 传统意义上，广告主的大部分预算都会放在电视媒体，而随着网络视 频逐渐崛起，电视媒体的广告价值有所降低。网络视频平台在精准投放、 互动性、广告效果监测等方面的独特优势，使其作为区别于传统媒体的新 型营销形式，成为市场营销过程中的重要组成部分。统计显示，目前网络视 频在用户覆盖率和浏览时长两项指标上已超越搜索、门户，成为互联网第 从未来发展趋势看，营销价值一直被低估的网络视频潜力将得到释 放。互联网视频广告正在成为电视广告有力的合作伙伴和竞争对手，而且与 电视媒体相比，网络视频还具有其不具备的三大优势(下图): 5 3.3网络视频改变用户习惯 在互联网发展初期，使用者以80后的年轻人居多，用户上网活 动以搜索、网页浏览为主。而今80后已年过三十，90后也步入二十岁 的门槛，作为互联网重度用户，他们是社会的精英阶层和中流砥柱。 而这些社会精英们生活节奏很快，很少有时间看电视，也缺乏收视 习惯，而将大部分时间都消耗在互联网上。网络视频成为取代电视， 为其提供视频消费的新渠道。调查数据显示，在工作日，电视高峰期 仅发生在早晨、午休、以及晚上七点到十点半左右。除了六点到九点 的三个小时内，在工作日，互联网视频的收视率都远远高于电视媒 体。而在休息日，互联网视频的优势就体现得更加明显。 sion of various corruption and selfng public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the eroAdhere to the "Ni culous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meti place e content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of asmall matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on ththe meticulous, detailed style. In the Office is no Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward and other bad habits. meeting of the Office of the municipal government reports on innovationroots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary -oration, efforts for grasscollabff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staHope the city's system of s, Government Office work task is glorious, a great responsibility. serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrade-banner of leading organs of self discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not-6 沈阳理工大学课程实践(论文) 4 腾讯视频营销策略 4.1腾讯视频弯道超车 腾讯视频是整个腾讯集团未来核心战略，腾讯视频目前已经超过 游戏、社区成为占有时间最长的、用户量最大应用。根据权威数据检测 机构艾瑞iUserTracker最新的视频网站10月综合服务监测数据(PC网站 端+PC客户端)显示，腾讯视频月度覆盖用户2.72亿，以领先优酷近600 万的优势继续保持月度覆盖用户单平台第一。 从腾讯视频上线至今，月度覆盖人数从7296万人增长至原有的3倍 多，列所有核心主流平台成长速度第一。另外，据Millward Brown的专项调 研显示，腾讯视频在专业视频(新闻资讯、体育、综艺娱乐、财经等) 几大领域的渗透率最高，排名行业第一，体现出强大的媒体属性和专业能 力。腾讯视频已经实现了覆盖第一、成长第一、专业第一，彻底改变了行 业格局。重整上线之后的腾讯视频，采取“弯道超车”的非常规策略，通过对 奥运会等一系列大事件、大制作的精细化运营，全力塑造了新闻资讯、体 育赛事、综艺娱乐等各类专业化的精品内容，同时凸显原创战略和内容优 势实现跨越式发展，全面改写了视频行业格局。 4.2腾讯视频的优势 4.2.1全网最大的平台 腾讯视频已经实现了覆盖第一、成长第一和专业第一。 覆盖第一: 根据艾瑞iUserTracker最新的视频网站9月综合服务监测数据(PC网站端+PC客户端)显示，腾讯视频月度覆盖用户2.75亿，10月腾讯视频月度 7 覆盖用户达到2.72亿，以持续领先优酷近600万的优势继续保持月度覆盖用户单平台第一。成长第一: 艾瑞数据还显示，从腾讯视频上线至今，月度覆盖人数从7296万人增长至原有的3倍多，列所有核心主流平台成长速度第一。 专业第一: 另外，Millward Brown的专项调研报告显示，腾讯视频在专业视频(新闻资讯、体育、综艺娱乐、财经等)几大领域的渗透率最高，排名行业第一，体现出强大的媒体属性和专业能力。 投放组合ROI最佳: 腾讯视频+优酷>任意视频平台组合。从整个网络视频媒介看来，优酷加腾讯视频投放选择是最佳选择。无论从人群的覆盖量到人群质量到人群细分的价值，GRP到达和UR产出是最高的。腾讯视频用户群和优酷用户群覆盖量加起来是最高的，能够覆盖整个视频用户的80%，其中共同覆盖白领用户二者合起来高达79%，覆盖高收入白领女性用户占比则高达78%。 4.2.2全网最多的数据 背靠QQ海量用户数据 目前，腾讯的产品已经覆盖了整个互联网全部产品，是中国市值最高的互联网公司，商业价值最高、收入最高。QQ注册用户高达十亿，覆盖了中国95%的互联网网民，QQ客户端带来了超过34%的用户入口流量。基于腾讯7.8亿的 Hope the city's system of s, Government Office work task is glorious, a great responsibility. serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrade-banner of leading organs of self discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not-sion of various corruption and selfng public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the eroAdhere to the "Ni culous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meti place e content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of asmall matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on ththe meticulous, detailed style. In the Office is no Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward and other bad habits. meeting of the Office of the municipal government reports on innovationroots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary -oration, efforts for grasscollabff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to sta8 沈阳理工大学课程实践(论文) Database，腾讯视频将赢得更大的市场份额。 社交关系链增强传播力 以腾讯QQ、QQ空间、腾讯微博三大关系链为核心架构的泛关系网络助力网络视频在腾讯平台实现无限传播。 亿级数据，精准覆盖 腾讯的大平台网络产品14年来积累了数亿级用户数据，独有“巴菲特”系统帮品牌锁定人群类型偏好，通过腾讯QQ用户画像系统，准确分析用户属性，配合频次控制及性别定向、年龄定向、场景定向、地域定向、时间定向、内容定向六大核心定向方式达到最为精确的用户抵达，因此腾讯视频的贴片广告价值远高于竞争对手。 多终端、多平台接触 腾讯视频是行业内第一个推出云视频概念的平台，也是中国最大的云视频平台。腾讯视频将发挥多年来帐户体系优势，通过用户帐户记录用户喜好、用户需求，把更好的内容通过用户订阅和推荐，让用户在不同终端上观看内容保持连续性。通过不同终端不同时间段的覆盖，利用组合的形式使视频内容无处不达。 4.3V+模式凸显营销价值 V+四大合作模式 至2011年4月份上线以来，腾讯视频的用户覆盖和流量增长至原有的3 50%，流量快速增长的秘诀就是“V+”。倍多，其中网页翻了几倍，客户端增长40%- 从2012年的下半年开始，腾讯视频的开放平台—— 腾讯视频v+平台已经正式 9 启动。腾讯在线视频部总经理刘春宁表示，目前，腾讯视频通过独有iSEE内容精细化运营和多平台整合营销理念，取得了长视频用户覆盖全行业第一。 “我们结合腾讯的大社交化平台，由于腾讯有QQ、微信、微博、Qzone等多个中国第一的平台整合资源、积累流量，因此对于腾讯视频具有很强的导流优势。以优质内容为核心，让用户在这些平台里不断展现和分享它的价值，并且通过关系链实现不断分享和传播，打造腾讯视频独特价值。”刘春宁强调。腾讯视频正通过整合营销改变用户的收视习惯，即利用腾讯全平台、多触点、多终端的特点，第一时间向用户推送，用户不用搜索，也无需访问就能看到最新视频。 V+有四大合作模式，包括类电视投放、运用主流媒体、结合社交分享以及原创内容植入。类电视投放能提高品牌有效曝光、运用主流媒体能提高品牌公信力，社交分享能提高品牌口碑传播效果，而原创内容植入着力于品牌的内容建设。 V+主流媒体投放 视频+主流媒体公信力可以提升品牌的信任度。以医药企业为例，腾讯视频曾为医药行业举办过一场题为“看得见的影响力 ”的行业沙龙。对于医药行业来说，优质的内容能够为品牌化建设提供丰富的传播土壤，广告内容与视频内容的完美结合以及资源组合，可以创造更多的传播机会，实现高性价比的广告效果。从衡量来说，不只是关注点击，可能更要去看互动频次、用户分享量、用户推荐等指标，这些都将是成功视频营销案例的重要考量要素。V+营销效果显著，在腾讯网新闻频道《今日话题》中，与医疗健康相接近“百度知道“的3倍;腾讯视频与医药健康相关的视频播放总次数达2亿次;腾讯QQIM医药群个数达158万，日均消息超过1000万条。 V+社交+视频分享 78.9%的人愿意交流信息，口碑传播至关重要，视频分享和传播 习惯已经逐渐形成。45.3%的人在选择视频的时候会关注那些评论 和转发次数最多的视频，21.3%的人会将自己感兴趣的视频转发给自 己的好友。 Hope the city's system of s, Government Office work task is glorious, a great responsibility. serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrade-banner of leading organs of self discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not-sion of various corruption and selfng public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the eroAdhere to the "Ni culous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meti place e content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of asmall matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on ththe meticulous, detailed style. In the Office is no Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward and other bad habits. meeting of the Office of the municipal government reports on innovationroots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary -oration, efforts for grasscollabff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to sta10 沈阳理工大学课程实践(论文) V+类电视投放 V+的类电视投放方案有9大优化方式让投放更加精准: 1.IGRP补充 依循传统电视广告投放策略进行IGRP补充，面对电视广告CPRP提高，收视方式改变，贴片已成为视频核心广告方式。 2.双维度定向 QQID与Cookie定向的双重保障，传统Cookie投放虽然贴近投放标准，但无法判别网吧、公司用户人群属性。通过QQID检核TA属性，辅助Cookie投放。 3.热视频联播 黄金时间段内贴片联播，全面拦截视频核心用户。资讯类视频联播可抢占高点联播新闻，视频组合包揽黄金时间段。 4.大UV覆盖 指定时间段内，以频控为基础，实现目标受众的最大触及率。配合销售及线下路演需求，短期内让品牌最大化接触用户。 5.追身定投 跟踪用户行业轨迹，实现指定用户的追身定投。通过制定用户所喜好的视频进行跨频道贴片投放，根据广告点击、参与活动，或者收听特定博主粉丝投放贴片。 6.云计算频控 透过云计算进行跨频数据统合，依照传统TV卖法，进行整体贴片频控。针对PC及移动端，进行频次控制，及数据去重。 7.深渠道投放 支持小规模，区域性投放需求。除全国、省、市(核心/一二三级城市)地域定向外，还可精确至“市、区“投放。灵活支持，如配合线下活动的小规模投放。 11 8.多素材优化 细化至单一素材级别的频控，单一或者多广告素材的频次优化。可以进行个别素材的频控，进行接触率的设定。 9.社交化贴片 社交资讯与视频双 强组合。通过 对腾讯Q Q、腾 讯 微 博 、微信 等 社 交 关 系链 资 料调用，如朋友关注数量、个人头像讯息，强化点击动机。贴片广告可以拉取用户的关系链，让广告讯息传递至用户社交圈，为品牌传播创造口碑。 V+原创内容推广 原创视频中的内容植入可加深用户品牌体验，提升好感度。内容分享是品牌与用户沟通的重要方式。在过去的半年中，95%的品牌及代理公司通过内容分享的方式和目标受众沟通。80%的用户认为内容分析能够建立品牌认知和影响力。 Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staHope the city's system of s, Government Office work task is glorious, a great responsibility. serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrade-banner of leading organs of self discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not-sion of various corruption and selfng public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the eroAdhere to the "Ni culous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meti place e content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of asmall matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on ththe meticulous, detailed style. In the Office is no Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward and other bad habits. meeting of the Office of the municipal government reports on innovationroots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary -oration, efforts for grasscollabff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, 12 沈阳理工大学课程实践(论文) 结 论 互联网内容正在从传统的文本信息向图片化、视频化做迁徙，在信息爆炸的当下，视觉化的动态视频媒介信息已经成为链接人与人、网民获取信息的主要渠道与通路，用户对视频内容的需求正变的越来越大。网络视频在改变人们生活习惯的同时，正在冲击了传统门户的地位。而视频在社交化、移动化、资讯化趋势下带给网民的全新便利与互动体验方式也日益主流，使得视频媒体影响力与日俱增，同时拥有巨大的成长空间。在大视频时代的浪潮驱动下，腾讯视频则选择了一条“大有不同”的发展道路，通过联动腾讯QQ、腾讯网、腾讯微博、QQ空间、腾讯无线、腾讯微信等主流大平台，协同优势内容资源为网民带来“门户+微博+视频”的独特全媒体视听体验，在大数据背景下，腾讯视频依托庞大的用户群与关系链，基于人和人在线产生的人脉价值与企业品牌的社交化整合营销，让品牌的口碑传递更具可信性。 同时腾讯视频通过独创的V+模式(V+类电视投放、V+主流媒体、V+社交分享、V+互动体验)，可实现品牌有效曝光、品牌公信力提升、口碑传播与品牌价值的有效植入，带给广告主独特的营销价值。重整上线后的腾讯视频，采取‘弯道超车’的非常规策略，凭借腾讯网独有的媒体属性和专业性，腾讯视频构建了一个集大事件运营、新闻资讯视频、体育资源、大剧和原创内容资源为一体的综合在线视频平台。通过对奥运会等一系列大事件、大制作的精细化运营，全力塑造了新闻资讯、体育赛事、综艺娱乐等各类专业化的精品内容，同时凸显原创战略和内容优势实现跨越式发展。显而易见的是，网民喜欢视频的程度远超文字和图片，而随着3G移动互联网时代的到来以及宽带的不断提速，视频行业技术基础得到了保证，视频行业迎来了最好的时代。至2011年4月份上线以来，腾讯视频成功实现用户覆盖第一、成长第一、专业第一，不但全面改写了国内视频行业的既有格局，而且正引领和驱动着大视频时代的车轮滚滚向前。 13 参考文献 [1]艾瑞网-阮京文.搜狐——中国视频行业的引领. [2]北京商报.搜狐视频广告收入持续高增长 2012-02-29 [3]方年晓.2014网络视频业十大发展趋势 2013-12-31 [4]搜狐网.网络视频行业飞速发展 2011.12 [5]百度文库.视频网站的盈利模式 2013.10.23 [6]刘春宁.腾讯视频引领大视频时代 2013.1 -sion of various corruption and selfng public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the eroAdhere to the "Ni culous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meti place e content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of asmall matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on ththe meticulous, detailed style. In the Office is no Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward and other bad habits. meeting of the Office of the municipal government reports on innovationroots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary -oration, efforts for grasscollabff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staHope the city's system of s, Government Office work task is glorious, a great responsibility. serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrade-banner of leading organs of self discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not14