The Research On Ku6's Video Business Of Development Strategy

With the popularity of the internet and the development of broadband technology, the online video service, as one of the basic internet service, has become the leading one among the network business applications. Ku6, which is established the core business on the video service, has experienced the process of video industry from scratch. Grown from the entrepreneurial company, for now a public enterprise with overseas listing, profound changes have taken place on the enterprise's external economic environment, industry environment, and also the internal management.Facing the increasingly fierce market competition and rapid expansion of enterprise's size, how to seize the opportunities, meet the market challenge, make profits for corporate on early, promote rapid expansion of enterprise, have been important issues to be solved for the company's senior management with urgent need. Therefore, strengthening the research on development strategy, formulating the growth plan scientifically, is of great significance for the enterprise's further improving and administrating, also for enhancing the core competitiveness, promoting the implementation of the strategy and raising the management level, ultimately realizing the enterprise's advancement and development.This dissertation based on the historical process and current internal and external environment of Ku6, conducted by the enterprise strategy management, combined with current changes of network video industry, analyzes the company's competitiveness and the market environment, with the professional research institutions'forecasts, judgments, and analyses for reference, integrating theory with practice, applies industry competition structure model and SWOT analysis model to investigate the company's current development strategy systematically, submit Ku6's strategic planning and measures.This dissertation overall believes that with the rapid development of the online video industry and Internet media, there remain gaps in marketing, users'scale, technological competitiveness for Ku6,which have become the restricting factors for sustainable development of the company. Therefore, Ku6 should set up an integrated development plan, "taking group advantage, winning on content, strengthening marketing strategy, arranging overall Internet and mobile Internet", strengthen the contents'building and marketing, extend the industrial chain for diversify, build first-class network video enterprises. In the end, the dissertation makes specific suggestions for Ku6's strategic goals on technology, content, marketing, exploring and culture-shaping, that have instructional significance for blossoming.