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李培林
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    2017年中国移动短视频发展报告

    摘要

    总体来看,2017年中国短视频用户、平台、内容、商业、资本全面增长;平台头部日益凸显,梯次逐步清晰;内容呈金字塔式分布,强头部CP形成;监管入场,规范行业发展。在短视频蓬勃发展的同时,也存在着内容审丑、低俗,发展同质、粗放以及广告经营小散零碎等问题。展望2018年,用户将保持短暂增长;内容投资趋于集中;商业经营将向以广告+电商为主、内容付费+IP为补充多方延伸。

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    Abstract

    Based on the methods of literature analysis,empirical documents& data,and in-depth interview,this paper makes a comprehensive research on the developing status,problems and trends of China’s short video on mobile internet. Firstly,the paper introduces the overall situation:Since 2017,the short video in China has seen full-scale and vigorous growth in the perspectives of users,platforms,contents,business scales and capitals investments;the leading platforms have become increasingly prominent and ladder-like distribution has been gradually clear;The content distributes in a pyramid-like structure and the leading CPs has formed. In addition,the regulator has entered to normalize the market since 2017. Next,the paper analyzes the main characteristics of different sides in the industry as follows:The platforms seek differentiated positioning strategies,breakthrough in the whole network,multi-dimensional expansion along the industry chain. Content in supply is rich and diverse,but imbalanced. High-quality professional content begins to play a leading role. The MCN model is developing rapidly and surging in quantity. Business model based on advertising and e-commerce is emerging. Then,the paper points out the booming of short videos is accompanied with problems such as vulgar content,homogeneous and extensive growth,small and fragmentary advertising operation. Finally,in terms of the development trend of short videos,the paper analyzes from four aspects:users,market structure,content production and business operation.

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    作者简介
    于烜:于烜,博士,北京电视台高级编辑,研究方向为视听新媒体、媒体融合。
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