商务英语与沟通论文.docx

Youku Tudou outlines vision for merged company
Abstract: On March 12, 2012, two domestic famous video website youku and Tudou jointly announced that the two parties has signed a final agreement to combine into a new company YoukuTudou.
The newly merged company plans to keep Y and T as distinct players to target different kinds of users. According to the planning, Tudou will go "fashion, youth, individuality; unwilling ordinary" road while youku is positioning "mainstream, atmosphere, inspiring; realizing the dream.
So, why two once competitive enterprise will suddenly merge?The reason involved the two company status and the entire Chinese network video market development status.
Keyboard: mergence china network video market domestic video website

Introduction: In 2005 from the online video websites since the establishment of YouTube, network video industry has become the Internet system emerging a industry. In 2007, due to the national global broadcasting company and news group jointly established the Hulu video web site, it is to let video industry into the peak period of development. In China, the video industry also develop rapidly, among them youku and Tudou are no doubt leaders, these two websites go Hulu buyout hd film copyright mode and the UGC YouTube (user create content) model, represents their model in the domestic top level. But in the video industry competitive today, the two giants suddenly choose merge, this kind of violation of the phenomenon of game theory will have what influence, and will produce evidence about the effect of, this is worth digging.
Text index:
1. Two big company profile
2.Why will Youku and Tudou merge?
(1) The cause of the enterprise itself
(2)China network video industry problems
3.What consequence will this thing produce
(1) For the development of the company
(2) For the development of this industry
4.What is the development strategy of the company after the combination?
5.My personal expectation for the company:
(1) Reducing the advertisement quantity, improving the video loading speed
(2) To speed up the video update speed, To rich the video types
(3) Page more concise, reducing pop up ads

From:zhangbochen
To:Youku.Tudou.Irc
Subject：some questions and expectations for the company
1. Two big company profile:
Youku:
Youku is China's leading video sharing site,it is China's network video industry first brand. Youku with "fast is king" as the product concept.The company pay attention to user experience and constantly improve service strategies . its unique "rapid play  rapid release of  fast search" product characteristic fully meet user growing diversification demand interaction. All of this efforts make it become the Chinese video site in leading forces. Youku has now become the Internet making people gathered camp. The United States eastern standard time on December 8, 2010, youku successfully listed in the New York stock exchange officially.
Tudou:
Tudou:
Tudou is a Chinese large video sharing site , users can upload, watch, sharing and download the video clip in the web site. Tudou officially put on-line by September 2007.  station daily provide 55 million video.Tudou is the earliest and the most influential video sharing site which is China's network video industry leader brand,it is the earliest one of the online video sharing site.Tudou formally get online in April 15, 2005, every day more than 25 million independent users view the site and monthly 150 million users,it has more than 80 million registered users. From the first day of the Tudou was established, we believe that "everyone is director of life". Our goal is let creative program creator and distributors are able to be free to let their own programs appear before the users, at the same time it also let everyone see the program they like whatever time and place is.
2. Why will Youku and Tudou merge?

In recent years, with the continuous development of network technology, Gradually formed a situation which youku led, Tudo, sohu and other companies followed by.

(1) The cause of the enterprise itself:
A large number of enterprise intervention causes the increasingly fierce competition in the industry, In this case, The two companies' income is declining, while the cost is in constant improving. In the second quarter, Youku posted a net loss of 62.8 million yuan ($9.9 million), while Tudou registered a loss of 154.7 million yuan due to rising costs for Internet bandwidth and content.

(2) China network video industry problems
At present, China network video industry seems prosperous, however, there is a crisis, Network video industry's biggest problem is excessive competition, party too much. The first issue is content market, party too much means for buyers, copyright expense rise rapidly that has reached the very unreasonable height. The second is advertising sales market, irrational competition leads to video website of value which means advertising unit price is underestimated badly
3.What consequence will this thing produce
(1) For the development of the company
In prior to the occurrence of the merger, The two websites financial conditions have been arrived at the edge of the danger,According to the financial report Youku realeased on March 1, this company fourth quarter net charge reached 309.3 million yuan, a year-on-year increase of 103%, but also be reached 243 million yuan, link growth of 25%. Among them, the bandwidth cost for 19.7 million yuan, accounting for 35% of the net income, the content cost for 90.7 million yuan, accounting for 29% of the net income.Tudou released the results on March 1 show,Tudou fourth quarter net income for 166.5 million yuan, a year-on-year increase of 69.7%; Net loss dropped to 148.9 million yuan, the same period last year net loss of 263.7 million yuan. Among them, the bandwidth cost for 70.4 million yuan, accounting for 42.3% of the net income.
. So, the two merge, the biggest advantage is easing the financial shortage, both sides in stock market value after the merger are increase, and total capital rose to 4.767 billion yuan, can, support enterprises in a period of time inside of strategic development to a certain extent.
Secondly ,after the mergence, the company's comprehensive strength can be enhanced, Reuters review Youku and Tudou merger says, Youku Tudou after the merger is expected to account for 40% of the industry, merger is good for both sides, profit level will improve .Ereli data shows that, after merger of Youku Tudou company video broadcast duration get more than 1.6 billion hours, VV (video broadcast quantity) as much as 11 billion times. The data has been beyond the global video industry in the United States boss Youtube duration. Analysts are of the opinion that this from the side shows youku potatoes after the merger in duration advantage.
(2) For the development of this industry
The merger also influence the video industry. First of all, Youku,Tudou is the video web site ranked two, and their powerful union make other video website feel threatened, and other sites may form different video website alliance, which based on the industry of field. Then, the merger may also make small and medium-sized video website development space is further compressionl. Secondly, the industrial centralization makes the strong stronger, and weak weaker, appear differentiation. "Forever as the pursuers will be eliminated", so video industry will enter a metabolism stage, the first stage is the winner of the product competition accelerate industrial centralization, and at the same time, promote the second stage service competitors to the new field transformation
. 4.What is the development strategy of the company after the combination?
After the merger, the Youku Tudou group will take two brands, double platform operation strategy. Among them, youku brand is positioning for "mainstream, atmosphere, inspiring; realizing the dream", going media route; Tudou is "fashion, youth, individuality; unwilling ordinary", main youth fan.
In addition to the self-made content, 2013 Youku Tudou’s cooperation will insist on all kinds of comprehensive coverage, keep the leading position in the industry. Youku editor in chief ZhuXiangYang said, 2013 Youku,Tudou platform will strengthen efforts to copyright cooperation in domestic big play, overseas content, the mainland variety.
According to Youku Tudou group official said, Youku Tudou after the merger, cover nearly 80% of video users. In 2013,YoukuTudou will further deepen the "network linkage", the use of cover advantages strengthen super theatre, gold theatre, ace products, formation and television effective interaction.

5.My personal expectation for the company:
As a consumer, I'm concerned about most is the two companies after the merger will provide customers with any good. After all, only enterprise provides the high quality servicefor the consumer, it will better develop.
(1) Reducing the advertisement quantity, improving the video loading speed
Everytime time I watch a video, the last thing I want is to see the long advertising. It will make me lose patience, turn to other video web site, or through other media getting access to information
(2) To speed up the video update speed, To rich the video types
Every time I surf on this website, I find many video released always later than it’s time,and it makes me disappointed, I hope you can speed up the video update speed, increase the types of video.
(3) Page more concise, reducing pop up ads
· The problem is network video common falling, op-up advertising makes page very mixed and disorderly,having Influence on the feeling when seeing video.soI'm glad if pop-up advertising may be a bit less.

Finally, I sincerely hope that Youku.Tudou can do more and more good