Research On Resource Superiority And Innovation Mechanism Of Network Video Live

With the advent of the new media era, many of the Internet and related informationdissemination of cultural and creative industry has emerged out, network video living broadcastis one of a unique representative of emerging industries. It has strong communication,interactive, wide audience and unique profit model. Among them, to YY studio as an example,not only to the unique creative broadcast content has become a prominent representative ofthe industry. At the same time, but also because its in some aspects of the lack of creativityand caused more serious problems. From the perspective of the creative industry, it is a specialcase that integrates both positive and negative sides. It is more important, it hasirreplaceable innovation mechanism and industry chain extension.At present, the network is still in the early stages of development, due to the huge profitattraction, the rapid emergence of many competitors, the pattern of competition has begun tobecome more complex. The current network video broadcast due to the fierce competition andthe lack of creative and frequent bottleneck. Want to break through the bottleneck, restorea disadvantage, in addition to use policies to improve the environment, more important iscreative mechanism, and how to under the condition of preserving their own culturalcharacteristics of the development industry chain.The webcast YY for example. Analysis it’sindustrial value, innovation and extension, through the investigation of its present situationand problems, to explore how the introduction of its development momentum is on track, andestablish the creative mechanism and the industrial chain of the development direction ofactive and effective thinking make.