随着我国网络视频产业规模的扩大和用户数量的增加,用户对视频内容的需求、偏好及欣赏习惯呈现独特特征,这种特征对我国视频网站版权运营具有巨大影响.本文在对版权资源与市场需求之间的关系进行学理分析的基础上,从视频网站用户需求规模、需求特征入手,对视频网站如何从用户需求出发制定版权运营策略进行了阐述.本文认为,视频网站只要树立版权的商品思维,以市场需求为导向,构建以用户为核心的版权运营策略,就能精准触及用户,满足用户需求,提高版权资源的产品转化率.%The expansion of the network video industry coupled with the increasing number of users leads to the unique features of the users'' demand for their preferences and appreciation of the video content, which has a great influence on the copyright operation of video websites in China.Based on the scientific analysis of the relationship between copyright resources and market demand, this paper expounds how to set up the copyright operation strategy from the scale and characteristics of user''s demand.This article suggests that as long as the video website can establish the copyright commodity thinking module on a user-oriented copyright operation strategy basis, it can accurately aim at the users, meet their needs, and improve the product conversion rate of copyright resource simultaneously.
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