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1、ACKNOWLEDGEMENTSMydeepestgratitudegoesfirstandforemosttoProfessor,mysupervisor,forhisconstantencouragementandguidance.Hehaswalkedmethroughallthestagesofthewritingofthisthesis.Withouthisconsistentandilluminatinginstruction,thisthesiscouldnothavereacheditspresen
2、tform.Second,IalsooweaspecialdebtofgratitudetoalltheprofessorswhohelpsmetocompletetheMBACourse,fromwhosedevotedteachingandenlighteninglecturesIhavebenefitedalotandacademicallypreparedforthethesis.Lastmythankswouldgotomybelovedfamilyfortheirlovingconsiderations
3、andgreatconfidenceinmeallthroughtheseyears.Ialsoowemysinceregratitudetomyfriendsandmyfellowclassmateswhogavemetheirhelpandtimeinlisteningtomeandhelpingmeworkoutmyproblemsduringthedifficultcourseofthethesis.ABSTRACTSincethelargestonlinevideowebsite--Youtubewasf
4、oundin2005,theonlinevideomarketisoneofthemostimportantinternet-relatedindustry.PopularizationoftheinternetinChinachangelifestyleofChineseevenmore,whichwatchingonlinevideohasbecomedailyentertainmentforalotofChinese.ByanalyzingthecaseofXunleiKankan-oneoftheonlin
5、evideoplatforminChina,thispaperaimsatstudyingthedevelopmentstrategyofonlinevideoplatformwiththehelpofvaluechaintheory,analysistoolsofprofitmodel.Thebodyofthispaperisdividedintosixparts.Thefirstpartisintroduction.Itismainlyaboutthepurpose,meaning,theme,andresea
6、rchmethodofthispaper.ThesecondpartisLiteratureReviewinwhichthebasicconcepts,relevantliteraturesandanalysistoolsusedinthispaperwillbeintroducedindetail.Thethirdpartiscasedescription.ThispartpresentsthegeneralsituationofXunleiKankan,itshistory,currentsituationan
7、dfuturechallenge.ThisfourthpartisthedetailedanalysisofChineseonlinevideomarketandXunleiKankanbyvaluechaintheory,whichhelpstoclarifythepositionofXunleiKankaninthevaluechain,andunderstandtheprofitmodelsofXunleiKankan.Andinthefifthpart,somesolutionwillbegivensuch
8、asvaluechainextendingandwidening,profitfactorsimproving.Finally,thesixthpartisthegeneralsummarizeofthisarticleaswellasthevisionoffuturestudyinthissubject.Theconclusionofthispaperis
