Research On The Communication Strategy Of My Country's E-sports Live Broadcast Platform "Huya" In The Context Of Audience Segmentation

In 2003,China listed e-sports as the 99 th sports item,which marked that e-sports entered into professionalism and specialization.The talents engaged in e-sports and the audience concerned about e-sports are increasing day by day.With the development of e-sports industry,online media also subdivide into e-sports.Huya live broadcast platform,as the largest and longest established e-sports live broadcast platform,has exerted great influence in the e-sports industry.The live streaming platform’s bullet screen interaction and head anchor have become the objects to be followed by other platforms in the industry.In addition,the communication channels and modes of Huya have also become the benchmark in the e-sports live streaming industry due to their strong operability and good communication effect.With the advent of audience fragmentation,however,the spread of canine teeth live platform strategy meets the challenge,original content of the communication strategy meets the curing flow loss,transmission channel narrow lead to new users,slow growth,spreading way rigid lead to problems such as the decrease in transmission efficiency,if not for effective change,canine teeth live platform at risk.This article first defines the research object and the related concepts,combed the e-sports live platform of each stage of development,and then in the era of development and the characteristics on the basis of the theoretical framework based on the communication strategy for communication,from the way of communication content,communication channels,three dimensions are analyzed the pros and cons of canine teeth live platform communication strategy,summarized in the context of audience fragmentation of canine teeth live platform changes.Full text using the methods of literature review,case analysis,to clarify the canine teeth live platform communication strategy,which can be used for reference on the propagation contents focus on diversity,transmission channel of the development to follow the user habits and spread on the face and to offline,and so on,finally provides Suggestions for the development of e-sports,from the aspects of content organization,activity planning,use of science and technology put forward their views.