中国在线视频行业的媒介融合推进：对土豆网的案例研究
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摘要
本文通过研究分析中国领先的在线视频网站——土豆网探讨了媒介融合在中国的在线环境中的应用。它的最新的业务被置于Mohadevan(2000)和Brousseau & Pinard(2007)的数字产业的在线商业框架理论下进行了检验。本研究提供了关于土豆的商业媒介融合方向在中国在线视频市场的反身性分析。关于媒体融合现有研究主要是基于西方,但是来自世界各地的产业正在融合,并且它的应用是在传媒业最明显。本研究提出了三个问题,以提供对于中国媒介融合的全方位的理解。该研究显示,媒介融合正通过集体智慧在中国的网络视频环境中产生。这创造出了在中国的网络环境的新媒体力量,因为数字技术融合了参与的受众,新的合作关系也在内容生产者之间形成的。其次,媒介融合推动了土豆网从中国目前的三大在线商业潮流中寻找新兴的商业模式：积极参与的制作方,集成方和消费方正在重塑中国的在线视频环境。正是在这三者间关系的协同作用在数字经济的在线商业模式的价值,物流及收入流中发挥了至关重要的作用,此外,本研究调查了大学学生对土豆网的当前发展的看法。媒介融合既是自上而下和自下而上的驱动过程,所以研究受众反馈至关重要。这次调查的结果再次证实了詹金斯(2006)对媒介融合导致了受众的迁徙行为的理论。结果也显示了大学生们处于个人习惯将继续下载非法内容,他们相信由于中国对娱乐业的种种限制,他们的习惯将保持不变。土豆网面临的挑战是要改变和转换公众对于免费产品的看法,因为他们尝试率先推出针对用户的定价方案。传统媒体公司和新兴的网络媒体公司,如土豆网之间的关系是媒介融合在中国和世界各地的典范。
This research study examines the application of Media Convergence in China's online context through analysis of China's leading online video website, Tudou.com. Their recent business undertakings are examined under the online business frameworks of Mohadevan (2000) and Brousseau & Pinard (2007) for the digital industry. This research provides a reflexive analysis of Tudou's business media convergence direction in China's online video market. The existing research on Media Convergence is mostly based in the West, however industries from around the world are experiencing convergence and its application is most obvious in the media industry. This study raised three questions in order to provide a 360-degree understanding on media convergence in China. The study revealed that media convergence is taking place in China's online video environment through collective intelligence. This is creating a new media power in China's online environment as digital technology creates a convergence with its participatory audience and new joint relationships are formed among content producers. Secondly media convergence is pushing Tudou in search for emerging business models from three business streams in China's online environment: Producers, Assemblers and Consumers who are all actively participating in the restructuring of the online video environment in China. It is through the synergy of these three relationships that play a crucial role in the value stream, logistical stream and revenue stream in the online business model in the digital economy. In addition, the study investigated University students' perception of Tudou.com's current development. Media convergence is both a top down and bottom-up driven process and it is crucial to examine audience feedback. The results of the survey have reconfirmed Jenkins (2006) thoughts of media convergence leading to a migratory behavior of audiences. The results revealed that university students will continue to download illegal content due to personal habits and they are convinced that their habits will not change because of China's restrictions placed on entertainment. The challenge of Tudou is to change and alter the perception of free offerings as they try to roll out a pricing model targeted to their users. The relationship between traditional media firms and emerging online media firms such as Tudou is a model example of media convergence in China and around the world.
This research study examines the application of Media Convergence in China's online context through analysis of China's leading online video website, Tudou.com. Their recent business undertakings are examined under the online business frameworks of Mohadevan (2000) and Brousseau & Pinard (2007) for the digital industry. This research provides a reflexive analysis of Tudou's business media convergence direction in China's online video market. The existing research on Media Convergence is mostly based in the West, however industries from around the world are experiencing convergence and its application is most obvious in the media industry. This study raised three questions in order to provide a 360-degree understanding on media convergence in China. The study revealed that media convergence is taking place in China's online video environment through collective intelligence. This is creating a new media power in China's online environment as digital technology creates a convergence with its participatory audience and new joint relationships are formed among content producers. Secondly media convergence is pushing Tudou in search for emerging business models from three business streams in China's online environment: Producers, Assemblers and Consumers who are all actively participating in the restructuring of the online video environment in China. It is through the synergy of these three relationships that play a crucial role in the value stream, logistical stream and revenue stream in the online business model in the digital economy. In addition, the study investigated University students' perception of Tudou.com's current development. Media convergence is both a top down and bottom-up driven process and it is crucial to examine audience feedback. The results of the survey have reconfirmed Jenkins (2006) thoughts of media convergence leading to a migratory behavior of audiences. The results revealed that university students will continue to download illegal content due to personal habits and they are convinced that their habits will not change because of China's restrictions placed on entertainment. The challenge of Tudou is to change and alter the perception of free offerings as they try to roll out a pricing model targeted to their users. The relationship between traditional media firms and emerging online media firms such as Tudou is a model example of media convergence in China and around the world.
引文
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[19]American Venture Magazine. Original Video Content Site Tudou.com Launches Video Advertising Platform" July 16,2007 Retrieved from http://en.wikipedia.org/wiki/Tudou#cite_note-Tudou_Launches_Ads-6 February 28,2010
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[21]Center Networks Allen Stern, "Gigashift-File Sharing with a Business model" October 17th,2008, http://www.centernetworks.com/gigashift-file-sharing-service Retrieved March 18,2010
[22]China Economic Review. "Tudou hoping for Nasdaq listing within three years", December 2,2009. http://www.chinaeconomicreview.com/dailybriefing/2009_12_02/Tudou_hoping_for_Nasdaq_listing_within_three_years.html Retrieved March 10,2010
[23]China International Business. Mina Choi "Keeping Cool Under Fire". July 1 2009. http://www.minachoi.com/articles/vanderChijs.php Retrieved March 10,2010
[24]China Internet Network Information Center Report.24th Statistical Report on Internet Development in China. July 2009. http://www.cnnic.net.cn/uploadfiles/pdf/2009/10/12/114121.pdf Retrieved April 2,2010
[25]China Media Monitor Intelligence,"China's Online Video Market Doubles Revenues in 2009'January 1.2010. http://www.cmmintelligence.com/?q=This_Week_Headlines_new Retrieved February 13,2010
[26]China Media Monitor Intelligence "Youku and Tudou Reach Content Exchange Agreement" February 11,2010. http://www.cmmintelligence.com/?q=node/8357 Retrieved February 13,2010
[27]Cnet Asia. Millward, S. "Baidu's streaming video site, Qiyi goes live" April 24,2010. http://asia.cnet.com/blogs/sinobytes/post.htm?id=63018436&scid=hm_bl Retrieved April 27,2010
[28]Financial Times online (ft.com) Media. Hille, K. "Chinese Broadcasters sense change." March 15,2010. http://www.ft.com/cms/s/0/f415f7c0-2fff-11df-8734-00144feabdc0.html?ftcamp=rss&nclick_check=1 Retrieved April 20,2010
[29]Guardian UK. Kate Bulkley. "Movie star in the making: China's answer to YouTube." Thursday 6 November,2008. http://www.guardian.co.uk/technology/2008/nov/06/youtube-tudou-video Retrieved March 10,2010.
[30]iResearch Report.2007-2008 Competitions Analysis of China Online VideoOperators.http://english.iresearch.com.cn/reports/Others/detailreports.asp?id=8991 Retrieved April 2,2010
[31]iResearch. Meng Wei. "iResearch:Online Video Visitors prefer entertainment to UGC" April 2009. http://english.iresearch.com.cn/views/detailnews.asp?id=9033 Retrieved April 2,2010
[32]JLM Pacific Epoch. "Chinese Video Sites Migrate to Paid Models" February 24,2010 http://www.jlmpacificepoch.com/newsstories?id=1622651_0_5_0_M Retrieved February 29,2010
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[34]Media Asia Pacific. Benjamin Li. "Tudou announces$14 million plan to expand content offering" October 22,2009 http://www.media.asia/searcharticle/2009_10/Tudou-announces-14-million-plan-to-expand-content-offering/ 37609 Retrieved March 13,2010.
[35]Mobinode. Road, S., "The Difference between China and US Internet Video Markets" April 19,2010. www.mobinode.com Retrieved April 27,2010
[36]Reuters, US Edition. "China's YouTube wannabe eyes Nasdaq Listing". November 30, 2009. http://www.reuters.com/article/idUSTRE5B00KF20091201 Retrieved March 10,2010
[37]Roettgers, J. "Building Tools to Legalise P2P Video Sharing" May 9,2009. http://newteevee.com/2009/05/09/building-the-tools-to-legalize-p2p-video-sharing/Retrieved March 18, 2010
[38]Shanghai Daily, Xu Wei, "Computer Screen viewing rivals the silver screen", March 25, 2010 http://www.shanghaidaily.com/sp/article/2010/201003/20100325/article_432140.htm#ixzzOj1SzGLv9 Retrieved March 30,2010
[39]Tech Crunch. Sarah Lacey. "When 13 Billion People Are Too Many" May 26,2009. http://techcrunch.com/2009/05/26/when-13-billion-people-are-too-many/Retrieved March 8,2010
[40]Tech Crunch. Sarah Lacey. "Tudou:A Push Towards Mobile Video and Profits" November 8,2009. http://techcrunch.com/2009/11/08/tudou-a-push-towards-mobile-video-and-profits/ Retrieved March 8,2010
[41]Technology Marketing Corporation (TMC) "Sina to Join Youku-Tudou Club" TMC News February 8 2010. http://www.tmcnet.com/usubmit/2010/02/08/4609673.htm Retrieved February 13,2010
[42]Technology Marketing Corporation (TMC) (original Source-www.hexun.com) "Sohu Sues Tudou.com for Piracy" November 13,2009. http://www.tmcnet.com/usubmit/2009/11/13/4480020.htm Retrieved March 14,2010
[43]Telecoms, Media & Technology (TMT) China, Interfax China. Sun, Phebe "Tudou, Youku cooperate to tackle content costs" February 4,2010 http://tmt.interfaxchina.com/news/2610 Retrieved March 25,2010.
[44]Telecoms, Media & Technology (TMT) China, Interfax China. Shasha, Chen "Tudou to face lawsuit from 80 film companies". January 7,2010. http://tmt.interfaxchina.com/news/1172 Retrieved March 25,2010.
[45]Telecoms, Media & Technology (TMT), Interfax China. Shasha Chen. "Tudou launches ad platform for HD service" November 6,2010. http://www.interfax.cn/news/6696 Retrieved March 25,2010.
[46]Wall Street Journal, China Real Time Report, Loretta Chao. "Tudou's Hybrid Approach to Online Video" October 22, 2009.http://blogs.wsj.com/chinarealtime/2009/10/22/tudous-hybrid-approach-to-online-video/Retrieved March 18,2010
[47]Xinhua News, "Intel sets out to work with Tudou to further video tech" September 21, 2007, http://news3.xinhuanet.com/english/2007-09/21/content_6764988.htm Retrieved March 23,2010
[48]Smith, R. (2004). Applied Research Techniques. In Strategic planning for public relations (pp.259-301). London, New York: Routledge.
[49]Xinyi, Yan "Video Sites are proven vehicle for delivering ads-Anita Huang, Tudou's VP for business development." April 15,2010 Telecoms, Media & Technology (TMT) China, Interfax China. http://tmt.interfaxchina.com/news/2734 Retrieved March 25,2010
[2]Berkeley, E., P. (2006) Cultural Context: Understanding the history of intellectual property in China and media Regulation in China. Technology Law Journal Spring 2006, Vol 21 Issue 2, p795-871
[3]Bowen,,G., A., (2009) Document Analysis as a Qualitative Research method. Qualitative Research Journal Vol 9 Issue 2 2009:27-40
[4]Brousseau, E., Penard, T (2007) The Economics of Digital Business Models:A Framework for Analyzing the Economics of Platforms. Review of Network Economics, Vol 6, Issue 2-June 2007.
[5]Babbie, Earl R. Survey Research Methods. Belmont, CA:Wadsworth Pub. Co.,1973.
[6]Busha, Charles H., and Stephen P. Harter. Research Methods in Librarianship: Techniques and Interpretation. Orlando, FL:Academic Press, Inc.,1980.
[7]Cao, G., Wang, X., Wang, X. (2007) Overview of Business Models for Chinese Web 2.0 Communities. The Sixth Wuhan International Conference on E-Business
[8]Cenite, M., Wang, M., (n.d). "More than Just Free Content: Motivations of Peer-to-Peer File Sharers" Journal of Communication Inquiry.
[9]Fisher, T. (2004) Promises to Keep. Stanford University Press 2004
[10]Hoegg, R., Martignoni, R., Meckel, M., Stanoevska-Slabeva, K. (2006) Overview of business models for Web 2.0 communities. In Proceedings of GeNeMe 200623-37. University of St. Gallen, Institute of Media and Communication Management. http://www.alexandria.unisg.ch/publications/31411
[11]Jenkins, H. (2006) Convergence Culture. New York University Press.
[12]Jenkins, H. (2007) Nine Propositions Towards a Cultural Theory of YouTube. Henry Jenkins Aca-Fan Official Weblog. May 28,2007. http://henryjenkins.org/2007/05/9_propositions_towards_a_cultu.html Retrieved March 25,2010
[13]Klose, M., Lechner, U. (1999) Design of Business Media-An Integrated Model of Electronic Commerce. Americas Conference on Information Systems (AMCIS) 1999 Proceedings. MCM Institute, University of St. Gallen
[14]Mahadevan, B. (2000) Business Models for Internet-Based E-Commerce: An Anatomy. California Management Review, Vol.42, No.4
[15]Martignoni, R., Stanoevska-Slabeva, K. (2007) Mobile Web 2.0.20th Bled eConference emergence:Merging and Emerging Technologies, Processes and Institutions, Slovenia June 4-6,2007. University of St. Gallen, Institute of Media and Communications Management.
[16]Meyen, Michael. "Document Analysis." The International Encyclopedia of Communication. Donsbach, Wolfgang (ed). Blackwell Publishing,2008. Blackwell Reference Online.22 April 2010 http://www.blackwellreference.com/subscriber/tocnode?id=g9781405131995_chunk_g97814051319959_ss6 2-1
[17]Timmers, P., (1998) Business Models for Electronic Markets. The International Journal on Networked Business, Vol.8, Issue 2
[18]Zimmerman, H. (1998) Business Media: A new approach to overcome current problems of electronic commerce. Proceedings of the 1998 Americas Conference on Information Systems AIS 98'
[19]American Venture Magazine. Original Video Content Site Tudou.com Launches Video Advertising Platform" July 16,2007 Retrieved from http://en.wikipedia.org/wiki/Tudou#cite_note-Tudou_Launches_Ads-6 February 28,2010
[20]Asia Info Services. (sourced from Hughbeam.com) "Tudou.com joins hands with China Film Group" April 20,2009. http://www.highbeam.com/doc/1P1-163102441.html Retrieved March 18,2010
[21]Center Networks Allen Stern, "Gigashift-File Sharing with a Business model" October 17th,2008, http://www.centernetworks.com/gigashift-file-sharing-service Retrieved March 18,2010
[22]China Economic Review. "Tudou hoping for Nasdaq listing within three years", December 2,2009. http://www.chinaeconomicreview.com/dailybriefing/2009_12_02/Tudou_hoping_for_Nasdaq_listing_within_three_years.html Retrieved March 10,2010
[23]China International Business. Mina Choi "Keeping Cool Under Fire". July 1 2009. http://www.minachoi.com/articles/vanderChijs.php Retrieved March 10,2010
[24]China Internet Network Information Center Report.24th Statistical Report on Internet Development in China. July 2009. http://www.cnnic.net.cn/uploadfiles/pdf/2009/10/12/114121.pdf Retrieved April 2,2010
[25]China Media Monitor Intelligence,"China's Online Video Market Doubles Revenues in 2009'January 1.2010. http://www.cmmintelligence.com/?q=This_Week_Headlines_new Retrieved February 13,2010
[26]China Media Monitor Intelligence "Youku and Tudou Reach Content Exchange Agreement" February 11,2010. http://www.cmmintelligence.com/?q=node/8357 Retrieved February 13,2010
[27]Cnet Asia. Millward, S. "Baidu's streaming video site, Qiyi goes live" April 24,2010. http://asia.cnet.com/blogs/sinobytes/post.htm?id=63018436&scid=hm_bl Retrieved April 27,2010
[28]Financial Times online (ft.com) Media. Hille, K. "Chinese Broadcasters sense change." March 15,2010. http://www.ft.com/cms/s/0/f415f7c0-2fff-11df-8734-00144feabdc0.html?ftcamp=rss&nclick_check=1 Retrieved April 20,2010
[29]Guardian UK. Kate Bulkley. "Movie star in the making: China's answer to YouTube." Thursday 6 November,2008. http://www.guardian.co.uk/technology/2008/nov/06/youtube-tudou-video Retrieved March 10,2010.
[30]iResearch Report.2007-2008 Competitions Analysis of China Online VideoOperators.http://english.iresearch.com.cn/reports/Others/detailreports.asp?id=8991 Retrieved April 2,2010
[31]iResearch. Meng Wei. "iResearch:Online Video Visitors prefer entertainment to UGC" April 2009. http://english.iresearch.com.cn/views/detailnews.asp?id=9033 Retrieved April 2,2010
[32]JLM Pacific Epoch. "Chinese Video Sites Migrate to Paid Models" February 24,2010 http://www.jlmpacificepoch.com/newsstories?id=1622651_0_5_0_M Retrieved February 29,2010
[33]Kaiser, Kuo 2009. International Association of Business Communicators. "Changing the channel:China's leading video-sharing sites are finding new ways to draw advertising budgets away from TV" November 1,2009 http://www.thefreelibrary.com/Changing+the+channel:+China's+leading+video-sharing+sites+are+finding+.. .-a0210868239 Retrieved March 8,2010
[34]Media Asia Pacific. Benjamin Li. "Tudou announces$14 million plan to expand content offering" October 22,2009 http://www.media.asia/searcharticle/2009_10/Tudou-announces-14-million-plan-to-expand-content-offering/ 37609 Retrieved March 13,2010.
[35]Mobinode. Road, S., "The Difference between China and US Internet Video Markets" April 19,2010. www.mobinode.com Retrieved April 27,2010
[36]Reuters, US Edition. "China's YouTube wannabe eyes Nasdaq Listing". November 30, 2009. http://www.reuters.com/article/idUSTRE5B00KF20091201 Retrieved March 10,2010
[37]Roettgers, J. "Building Tools to Legalise P2P Video Sharing" May 9,2009. http://newteevee.com/2009/05/09/building-the-tools-to-legalize-p2p-video-sharing/Retrieved March 18, 2010
[38]Shanghai Daily, Xu Wei, "Computer Screen viewing rivals the silver screen", March 25, 2010 http://www.shanghaidaily.com/sp/article/2010/201003/20100325/article_432140.htm#ixzzOj1SzGLv9 Retrieved March 30,2010
[39]Tech Crunch. Sarah Lacey. "When 13 Billion People Are Too Many" May 26,2009. http://techcrunch.com/2009/05/26/when-13-billion-people-are-too-many/Retrieved March 8,2010
[40]Tech Crunch. Sarah Lacey. "Tudou:A Push Towards Mobile Video and Profits" November 8,2009. http://techcrunch.com/2009/11/08/tudou-a-push-towards-mobile-video-and-profits/ Retrieved March 8,2010
[41]Technology Marketing Corporation (TMC) "Sina to Join Youku-Tudou Club" TMC News February 8 2010. http://www.tmcnet.com/usubmit/2010/02/08/4609673.htm Retrieved February 13,2010
[42]Technology Marketing Corporation (TMC) (original Source-www.hexun.com) "Sohu Sues Tudou.com for Piracy" November 13,2009. http://www.tmcnet.com/usubmit/2009/11/13/4480020.htm Retrieved March 14,2010
[43]Telecoms, Media & Technology (TMT) China, Interfax China. Sun, Phebe "Tudou, Youku cooperate to tackle content costs" February 4,2010 http://tmt.interfaxchina.com/news/2610 Retrieved March 25,2010.
[44]Telecoms, Media & Technology (TMT) China, Interfax China. Shasha, Chen "Tudou to face lawsuit from 80 film companies". January 7,2010. http://tmt.interfaxchina.com/news/1172 Retrieved March 25,2010.
[45]Telecoms, Media & Technology (TMT), Interfax China. Shasha Chen. "Tudou launches ad platform for HD service" November 6,2010. http://www.interfax.cn/news/6696 Retrieved March 25,2010.
[46]Wall Street Journal, China Real Time Report, Loretta Chao. "Tudou's Hybrid Approach to Online Video" October 22, 2009.http://blogs.wsj.com/chinarealtime/2009/10/22/tudous-hybrid-approach-to-online-video/Retrieved March 18,2010
[47]Xinhua News, "Intel sets out to work with Tudou to further video tech" September 21, 2007, http://news3.xinhuanet.com/english/2007-09/21/content_6764988.htm Retrieved March 23,2010
[48]Smith, R. (2004). Applied Research Techniques. In Strategic planning for public relations (pp.259-301). London, New York: Routledge.
[49]Xinyi, Yan "Video Sites are proven vehicle for delivering ads-Anita Huang, Tudou's VP for business development." April 15,2010 Telecoms, Media & Technology (TMT) China, Interfax China. http://tmt.interfaxchina.com/news/2734 Retrieved March 25,2010