论文总字数：31887字

摘 要

优酷网是近年来运用比较广泛的视频网站之一，在互联网和电商的发展趋势下，优酷网的运营从优酷土豆合并开始到阿里巴巴收购，一直在不断的扩大。优酷网运营在发展过程中注重用户体验，在查阅的相关文献资料中，“用户”也是学者研究优酷网运营的一个关键点。再结合生活经历发现，用户的评论有极大的研究价值，因此相关研究引起了众多学者的重视。然而以往关于优酷网运营的研究没有将评论作为研究依据，所以本文将基于用户评论对优酷网的运营问题展开进一步探究。

第一，本文查阅了关于优酷网运营的相关文献资料，明确其内涵，并利用文献分析法和问卷调查法对研究进行分析。第二，在明确优酷网、运营、用户、评论各理论价值的基础上编制问卷，并投放到相应的研究对象中。第三，回收问卷，然后再分析数据，检验假设。最后得出结论，用户评论反映出优酷网运营存在内容和盈利问题。本文将根据这些问题进行分析，并全面系统的归纳出实用的经验性运营策略，为之后的研究提供借鉴。

在理论贡献方面，本文扩充了以往相关主题的研究，以优酷网运营为背景，将用户评论作为研究依据，探讨从评论中得出的运营问题，这为以往文献研究进行了补充。在实际贡献方面，本文从用户角度出发，对优酷网的结构、功能、服务、用户类型作进一步的研究，发现用户的需求及态度，再结合用户评论加以佐证，从而使得研究结果有实际意义，明确优酷网运营的问题。

关键词：视频网站 优酷网 运营 用户 评论

Analysis of Operation Problems and Strategies of Youku

Based on User Comments

ABSTRACT

Youku is one of the video websites widely used in recent years. Under the development trend of Internet and e-commerce, the operation of youku has been expanding from the merger of youku tudou to the acquisition of alibaba. In the process of development, youku pays attention to user experience. In the relevant literature, "user" is also a key point for scholars to study the operation of youku. Combined with life experience, it is found that users' comments are of great research value, so many scholars pay attention to the relevant research. However, previous studies on the operation of youku did not take comments as the research basis, so this paper will further explore the operation of youku based on user comments.

First, this paper has consulted the relevant literature about the operation of youku, clarified its connotation, and analyzed the research with the method of literature analysis and questionnaire survey. Second, based on the theoretical values of youku, operations, users and comments, the questionnaire was prepared and put into the corresponding research objects. Third, collect the questionnaire, then analyze the data and test these hypotheses. Finally, through data analysis, it is found that user comments reflect the content and profit problems in the operation of youku. This paper will analyze these problems, and comprehensively and systematically conclude the practical empirical operation strategy, for the future research to provide reference.

In terms of theoretical contribution, this paper expands the previous research on related topics, takes the operation of youku as the background, takes the user comments as the research basis, and discusses the operation problems obtained from the comments, which is a supplement to the previous literature research. In terms of actual contributions, from the perspective of users, this paper further studied the structure, function, service and user types of youku, found the needs and attitudes of users, and then combined with user comments to prove, so as to make the research results have practical significance and clarify the operation of youku.

Keywords:Video website;Youku;Operating;The user;Comments

目 录

摘 要 I

ABSTRACT II

第一章 绪论 1

1.1 研究背景 1

1.2 研究现状、方法、目的和意义 2

1.2.1 研究现状 2

1.2.2 研究方法 3

1.2.3 研究目的和意义 3

1.3 研究框架 4

第二章 理论基础与文献综述 5

2.1 基础概念和理论 5

2.2 文献综述 5

2.3 研究现状评价 7

2.4 小结 8

第三章 优酷网运营现状与问卷分析 9

3.1 优酷网分析 9

3.1.1 优酷网结构 9

3.1.2 优酷网功能 11

3.1.3 优酷网服务 13

3.2 用户分析 14

3.2.1 新用户 14

3.2.2 活跃用户 15

3.2.3 流失用户 17

3.3 问卷设计与分析 18

3.3.1 问卷设计 18

3.3.2 问卷发放与回收 18

3.3.3 问卷分析 19

3.4 小结 25

第四章 优酷网的运营分析 26

4.1 运营问题 26

4.1.1 内容问题 26

4.1.2 盈利问题 27

4.2 运营策略分析 28

4.2.1 内容策略 28

4.2.2 盈利策略 29

4.2.3 建议 31

4.3 小结 31

第五章 总结与研究展望 33

5.1 总结 33

5.2 研究展望 33

参考文献 34

附 录 36

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