视频平台付费发展困境及前景探析——以腾讯视频为例

Analysis on the Development Dilemma and Prospect of Video Platform Payment—Taking Tencent Video as an Example

摘要: 盈利是企业运营的最本质的目的，各大视频平台的最终目的也是利益。鉴于移动设备的普及与短视频内容的高度契合，短视频迅速崛起为一种极具影响力和用户依赖性的信息传播媒介。与此同时，随着移动视频技术的演进和用户需求的日益多元化，传统单一的盈利模式已难以支撑视频平台的持续发展需求。鉴于此，国内众多视频平台纷纷探索并竞相引入会员付费模式，旨在通过这一创新策略，为平台的长期发展注入新的活力与增长点，其中腾讯视频付费业务取得不俗的成绩，具备一定的参考价值与研究意义。本文通过分析当前视频平台付费的发展困境，探析视频平台未来发展前景，以期为视频平台实现良性经营管理探索一些有益的方法。

Abstract: Profit is the most essential purpose of enterprise operation, and the ultimate purpose of each major video platform is also interest. With people’s increasing preference for mobile terminal and the combination of short video and mobile terminal, short video has quickly become a powerful and highly dependent means of information transmission. On the other hand, with the development of mobile video and the improvement of user requirements, a single profit model can no longer meet the development needs of video platforms. Therefore, the major video platforms in China compete to open up the member payment model, among which Tencent Video payment business has achieved good results, with a certain reference value and research significance. By analyzing the current development dilemma of video platform payment, this paper probes into the future development prospect of video platform, in order to explore some beneficial methods for the realization of benign operation and management of video platform.