随着版权费用和运营费用日益增加,在线视频网站仅依靠提供免费资源换取广告收入的盈利模式日渐受到挑战,付费模式成为众多视频网站的长远规划。腾讯视频作为网络视频行业的巨头之一,通过开通好莱坞会员制和教育付费频道进入视频付费点播领域,但存在模式单一、内容同质化、消费者细分不够等问题,本文在分析腾讯视频发展现状与现有模式的基础上,关注腾讯用户资源、整合腾讯旗下平台,为腾讯视频提出付费视频产品及其服务的优化建议、付费价格体系设计和宣传推广措施,进而探索付费视频的深入发展策略。 As copyright fees and operating expenses continue to increase, online video sites are increasingly being challenged by relying solely on the provision of free resources for advertising revenue. The payment model has become a long-term plan for many video websites. Tencent video as one of the online video industry giants, through the opening of the Hollywood membership and education paid channel into the field of video pay-on-demand, but there is a single model, content homogeneity, consumer segmentation is not enough and so on, this article analyzes Tencent video development Status quo and existing models, focusing on Tencent’s user resources, integrating Tencent’s platform, Tencent video proposed payment video products and services optimization recommendations, payment pricing system design and promotion measures, and then explore the development of paid video in-depth strategy .