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近几年来,我国的新媒体视频平台可谓蜂拥而起。然而,无法忽视的问题却是视频内容的同质化,这严重削弱了平台自身的竞争力。在此情形下,凤凰视频主推纪录片频道,并结合自身优势走个性化定制之路,使其在激烈的行业竞争中脱颖而出。本文通过分析凤凰视频的运营模式,总结其品牌锻造的成功要素,并对未来新媒体平台的生存和发展提供一些参考经验。
In recent years, our country’s new media video platform is booming. However, the problem that can not be neglected is the homogenization of video content, which severely weakened the platform’s own competitiveness. In this case, Phoenix video main push documentary channels, combined with their own advantages and personalized customization, making it in the fierce competition in the industry stand out. This article analyzes the operation mode of Phoenix Video, summarizes the success factors of its brand forging, and provides some reference experiences for the survival and development of the new media platform in the future.