Abstract
With the rapid development of digital technology and Internet industry, the threshold of video creation and communication has been lowered continuously, and the monopoly of traditional media on the right to speak has been weakened, and the decentralization of video content manufacturing has been realized. More and more network users began to participate in the production of content products. In this process, a number of video platforms with UGC and PUGC as content production modes were formed. YouTube meets the needs of different users with professional and diversified video content, and has a number of loyal users. Twitter has grown into a composite video platform through mergers and acquisitions. China’s short video software TikTok has achieved great success in overseas markets, and the download volume ranks first in Europe. Social network platform giants such as Instagram, Facebook and Snapchat also laid out the video field according to the characteristics of their original products. With the increasing competition, many changes in the supply and demand of video content products have prompted the reconstruction of the value chain of video platform. Therefore, video platform urges to stand out in today’s highly competitive media market in constantly upgrading and optimizing its own value chain and adopting corresponding strategies to promote the production of content providers and the experience needs of content consumers. Under such context, this paper carries out a discussion based on the research of China’s representative PUGC video platform Bilibili, so as to generate some possible operation strategies in perspective of value chain for the future development of PUGC video platform.
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The author Mu Zhang and corresponding author Han Han would like to express sincere appreciation to all the participants who contribute advise and data to this study.
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Zhang, M., Han, H. (2022). Operation Strategies for the PUGC Social Media Video Platform Based on the Value-Chain Perspective—A Chinese Case ‘Bilibili’. In: Meiselwitz, G. (eds) Social Computing and Social Media: Design, User Experience and Impact. HCII 2022. Lecture Notes in Computer Science, vol 13315. Springer, Cham. https://doi.org/10.1007/978-3-031-05061-9_16
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DOI: https://doi.org/10.1007/978-3-031-05061-9_16
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