Research On The Development Strategy Optimization Of K Group Music Live Broadcasting Company

In the 19 th National University of the Communist Party of China,it emphasized "to promote the deep integration of mobile Internet,big data,artificial intelligence and real economy,and cultivate new growth points".Under the guidance of the government,the live broadcasting industry is rising rapidly,while the live broadcasting enterprises are constantly innovating.The content of live broadcast is gradually enriched,the way of live broadcast is more diverse,based on multi-directional,multi angle to meet the aesthetic needs and emotional needs of users,and gradually become an important part of teenagers’ life.In recent years,the popularity of the live broadcasting industry has attracted the attention of many consortiums,and some traditional digital music companies have also transformed to vigorously develop the live broadcasting industry.As the leader of digital music in China,K group first tried to enter the online video market in 2012 and established a music live broadcasting company.The live broadcasting platform developed by the music live broadcasting company is the first exclusive music live broadcasting platform in China.K group has diversified businesses,including digital music,live broadcast services,k-song services,games and other fields,and has developed an integrated content service of "listening,watching,singing and playing".In the development gap of other types of network live broadcasting,K group music live broadcasting company adheres to the professional development strategy of music live broadcasting,but still deviates from the development of game live broadcasting,short video and other businesses,not only short video and game have no obvious benefits,but also affect the development of music direct broadcasting.It is an urgent need to study the optimization strategy for the professional development of K group music live broadcasting company in order to maintain its strategic advantage in the future.Firstly,this paper uses the literature research method to discuss the research status at home and abroad,and states the development status of foreign countries and scholars’ views,and summarizes the experience of the development of foreign live broadcast.Then it summarizes the domestic scholars’ views and discusses the current situation of the development of live broadcasting,points out the problems in the current development process of live broadcasting,and provides reference for the development strategy of the live broadcasting industry.Then this paper discusses the relevant theory of strategic management,as the argument of K group music broadcast company’s professional development strategy.Then it expounds the current development strategy and strategic environment of K group music live broadcasting company,analyzes the macro environment and its own advantages and disadvantages,and according to this,it formulates the Optimization Countermeasures of K group music live broadcasting company’s professional development strategy.Mainly from the enterprise mission,strategic objectives,strategic choice and safeguard measures,etc.The main contents of this paper are as follows:The first part is the introduction,which introduces the research significance and background of the article,and classifies the research status at home and abroad.The traditional journal papers and degree papers have little research on the music live broadcasting platform,and the research on the network live broadcasting is much more than the traditional papers in both quantity and perspective.This kind of literature also has a lot of scholars with broad vision,and the perspective of analyzing live network is unique.The analysis includes the general situation of the live broadcast industry and the current situation of the survival and development of the live broadcast platform.The second part is the introduction of strategic management theory.This paper mainly expounds the meaning and significance of strategic management,and introduces the content of strategic management system as well as the classification,method and process of strategic management.The third part introduces the existing professional development strategy of K group music live broadcasting company,mainly describes the background of K group and music live broadcasting business,and summarizes the existing development strategy and problems of development strategy of K group music live broadcasting company.The fourth part analyzes the current development strategic environment of K Group’s music live broadcasting company,using PEST analysis method and Porter’s five forces model to analyze the general environment and industry environment of the company,and then analyzes the internal environment and existing problems of the company.The fifth part discusses the optimization strategy of K Group’s music live broadcast company’s specialized development.Through the analysis of the enterprise mission and the enterprise customer group,it determines the enterprise’s strategic goal and the company’s strategic choice(from the overall strategy,the competition choice,the function choice three levels)as well as the specific optimization strategy of the development strategy.The sixth part mainly expounds the guarantee measures of the professional development strategy of K group music live broadcasting company.This part mainly focuses on the existing problems and the formulated optimization countermeasures,and what guarantee measures are adopted.The seventh part is the conclusion and prospect,summarizing the research content of the whole paper,pointing out the shortcomings of the article and putting forward the future prospect.In this study,K group,as a digital music company in China,has a large number of high-quality customer groups.However,due to the large number of small and medium-sized live broadcasting platforms in China and fierce competition in the industry,in order to promote the future development of K Group’s music live broadcasting company more competitive,it is proposed that the follow-up should be improved in the implementation of the specialized development strategy,focusing on the music field,digging deeply into the user’s music related needs,and gradually separating the unrelated fields,which has formulated the specialization for K Group’s music live broadcasting company.The optimization of development strategy and a series of safeguard measures.I hope the research of this paper can provide reference for its development.