An Analysis Of The Evolution Of Network

With the rapid development of the Internet, the video site has become a mainstream media for people to share and receive information. 2006 is the first year of the development of the domestic video sites, the competing development of video sites between 10 years shows a variety of forms, video website changed the habit of people to use the media, more to the traditional TV media caused a huge shock, in the face of the impact, traditional TV platforms have also started to develop network platform. The program resources, advertising resources and audience resources are more competitive in video sites. In the face of increasingly complex competition market, there is a pattern stands out gradually from the competition in the video sites—Independent broadcast strategy, help a lot of video website to achieve a profit, but also brings the development bottleneck.In order to survive in the fierce competition, once seize the running rights of major TV brand column broadcast madly among the traditional commercial video website. The high copyright fees, this did not hinder the development of video site, but further diversion of traditional TV media audience, this makes the traditional TV media network platform more depression. A short win-win situation did not bring the website screen market long calm, a new round of more competition started in the independent broadcast strategy.This paper starts from analysis of the present situation of independent broadcast strategy of the domestic video website under the environment of new media operation, analysis of the rise and development of independent broadcast strategy. Followed by mango TV for detailed analysis of classic case. Analysis mainly from three aspects——The development path of Mango TV independent broadcast strategy, the marketing mode of independent broadcast strategy with brand advantage, the analysis of the disadvantages of independent broadcast strategy. Meanwhile, select the typical foreign video website to compare with Mango TV and analysis them. But through the difference between domestic and foreign video website operation, we can find a breakthrough of independent broadcast strategy.Through a series of research and analysis, after combining the case analysis, the final point is that independent broadcast strategy is the way the video site in future must pass, whether it is the traditional commercial video website or the department of broadcasting video website. The independent broadcast is not autocratic, wants to play alone and more unique. Go on real road of media convergence, form a new ecological balance in the field of media, form a stable pattern of media.Through the research on the domestic video sites in the form of a single multicast strategy key competition, hope to provide a certain reference value for the future development of China video website industry.