由中美線上視頻網站發展探討企業經營之平台策略

Abstract

本研究依據《平台革命》書中所介紹之相關平台理論與概念，以中國線上視頻產業為標的，深入探討企業經營之平台策略如何激發網路效應。依據2017年6月，CNNIC(中國互聯網路信息中心)報告顯示，中國擁有全球1/5網民人口，手機上網比例達96.3%，中國網民觀看線上視頻內容比率高達75.2%。中國線上視頻產業已由2006年200多家視頻網站激烈競爭之況，到2016年第二季已發展為前五大視頻網站，在廣告市場擁有高達81.7%市佔率的競爭態勢。 本研究遴選優酷土豆、樂視網、搜狐視頻為中國線上視頻網站之代表個案，並以Netflix及YouTube作為美國領先全球之視頻網站代表個案，探討其平台生態圈與平台策略。經本研究整理，歸納目前中國線上視頻網站生態圈已發展出兩種蛻變模式、十二種合作群體、七種獲利模式以及六種關鍵能力。除個別探討每個案與多邊群體合作關係、個案獲利模式以及個案關鍵能力外，亦透過綜合分析發現五個視頻網站皆具有「購買版權內容、收取會員費、投入自製內容、多螢露出、自建CDN、發展大數據分析」等共通性。 此外，本研究亦探討獲得阿里巴巴巨型平台資源的優酷土豆如何整合集團資源，發動平台覆蓋戰爭，並探討如搜狐視頻之規模的視頻網站，如何以自身有限資源面對巨型平台的覆蓋戰爭。最後，本論文依據分析整理命題，歸納中國線上視頻產業可能發展趨勢，並對未來研究發展提供參考建議。

This study is based on the theory and concept introduced in the book 'Platform Strategy', and my study target is Chinese online video industry. This research probes into how platform strategy of enterprise management stimulates the network effect. CNNIC in June, 2017 reports that China has 1/5 global internet users, the proportion of mobile phone use is up to 96.3%, and the ration of the population watching Chinese online video is up to 75.2%. In China, there were more than 200 video streaming websites in 2006. In the second quarter of 2016, the market share of top five video streaming websites in the advertising market was up to 81.7% . This study slects Youku Tudou、LeEco、SOHU as representative of China’s video streaming websites ; and it selects Netflix and YouTube as representative of global leaders in Video Streaming Websites in the United States . The study probes the platform eco-system and platform strategy of these cases. The study concludes that the current Chinese video streaming websites have developed into two kinds of transformation modes, 12 cooperative groups, 7 profit models, and 6 key abilities. Besides discussing each case individually cooperating with the multilateral community, case profit model, and the key capacity of the case, the five video streaming websites were found to have common features such as “ purchasing copyright video, charging membership fees, investing self-made video content, supporting multi platform viewing, self-built CDN, and Big data analysis ability”. In addition, this study also discusses how Youku Tudou, which obtains Alibaba's huge platform, integrates group resources and launches the war of platform envelopement.It also discusses some video streaming websites such as SOHU that use its limited resource to face the war launched by the huge platform. Finally, based on the analysis of these cases to develop propositions, this research sums up the potential trend for China online video industry, and provides some suggestions about future development.