A Study On The Competitive Strategy Of On-line Live Video Streaming Business Of Y Company

On-line live video streaming developed rapidly in China from 2015 to 2016,and was one of the hottest spots of internet industry in 2016.According to the China Internet Network Information Center,the users of on-line live video streaming in China achieved 344 million by end of 2016,accounted for 47.1%of total Chinese netizens.On-line live video streaming is a new medium appearance and becoming diversified,more and more people start to accept this kind of communication,and the users are continued rising.Various platforms constantly' appear,not only aggregate a number of hosts and users,but also attract investors.Starting in late 2016,regulatory policies became more and more severe,investment trends were debased,meanwhile,serious homogenization appeared in the industry and profit models were not mature,the industry growth was slowing down and entering mature stage.Y Company,the object of this study,entered this industry in 2015,then it got excellent performance in 2016 and ranked the top three platforms in entertainment market segment.Also it was seeking solutions to the industry problems from 2017 because of the industry environment.The scale and strength of Y Company is one of the most represented one in the industry,this study is devoted to consider the development of on-line live video streaming business or company based on the research of Y Company,and provide some competitive strategy solutions.This study starts with the brief of the industry development and a series of competitive strategy theories,then provides deep analysis on the current industry situation and main factors which infect the industry,finally provides related competitive strategy and strategy implementation suggestions for Y company based on its practical condition,that it Y company should use differentiation strategy and consider cooperative strategy and acquisition strategy.