Study On The Development Strategic Of LeTv

The national “Thirteenth Five-Year Plan” emerging industry development plan formulated in 2016,for the first time appeared a new description of the digital creative industry,and put forward the specific development goals for the digital creative industry's output value to reach 8 trillion yuan by 2020.Thus,the network video industry,as an important component of the digital creative industry,has ushered in a good opportunity for development.The 2017 government work report further made important directives in the development of the cultural industry.It endeavored to promote the rapid development of the cultural and creative industries and stimulated new demands and new consumption in the digital home culture.This series of measures has pointed out the direction of development of the network video industry.Le TV,full name is "LeTV Information Technology Co.,Ltd.".The company was established in 2004.LeTV,adherS to the concept of providing high-quality home audio-video entertainment services to users,and continuously expands the service level of the company in the aspects of network video and audiovisual services,audio-visual content customizing,and large-screen terminal design to form a complete audiovisual culture and entertainment service industry system of“platform+content+terminal+application.” The company's main business includes three aspects: first of all,it provides entertainment services such as video viewing and other entertainment services to users,as well as production and distribution of movies,television dramas,variety shows,etc.In addition,the company's new business is intelligent television and other terminal manufacturing and sales business.In 2010,the company was listed on the Gem;In 2017,Sunac China Holdings Limited became a major shareholder of the company by injecting capital into LeTV.It also appointed a new management team and the company entered a new stage of development.However,with the increasing attention paid to the audiovisual culture and entertainment industry in recent years,a large number of capitals have flooded intothe online video industry.The “big three giants” of the Internet industry,Alibaba,Baidu and Tencent,have entered the online video industry,triggering an extremely intense competition situation.Confronted with the fierce competition in the entire industry,how LeTV will play its own advantages and obtain a “place” in the fierce competition in the industry.It is closely related to the development of the company's development strategy.This article will in-depth study to explore the future development strategy of LeTV.This paper analyzes the current macro environment,industry development,competitive environment and the current development status of Le TV through literature analysis and empirical analysis.Based on the basic theories of strategic management of enterprises and the PEST model,Porter's “Five Forces” model,and the SWOT matrix analysis,the Company analyzes the advantages and disadvantages of Le TV's development,the opportunities and threats it faces,and determines the company's future development goals and strategies,and proposes the company's strategy implementation plan and safeguard measures.LeTV should base its own advantages on smart TV terminal business and video self-control capabilities,adopt the best value-focused development strategy and integrated development strategy,take LeTV Smart TV product business as the development core,and continue for the smart TV users to provide exclusive audio-visual culture and entertainment services,form a "hardware + users" modular business model,in the fierce competition of the network video industry has won the favor of users.The significance and value of this paper lies in the fact that how the enterprises in the “second tier” industry,represented by Letv,can avoid the competitive disadvantage of the industry by exerting their own advantages in the face of fierce competition in the industry.Through the focus of corporate resources and differentiation development,it is a unique way to choose a reasonable direction for the development and operation of the company.