The SWOT Based Analysis Of Chinese Mobile Video Industry Developing Routes

New technologies and traditional media can derive new media form. The handsetmedia is the latest medium form in the current process of the integration, which has larger flexibility in the time and space of information transmission. In this context, with the popularity of mobile network, the issuance of4G licences, and the support from radio and television industry, Chinese mobile video industry finally ushered in the new round development peak.This paper, based on the "SWOT" mode, explores the development path of mobilevideo industry in China. On the basis of clear mobile video related concepts, this paper, on the one hand, classifies the academic researches, and on the other hand carding the development trajectory of phone video industry. From the current advantages and opportunities of video phone, this paper analyzes its existing disadvantages and shortcomings. Based on the new developing opportunities of4G, this paper tries to build the "S+0"(advantage&opportunities) model to put forward corresponding countermeasuresfor mobile video industry development from three views of macroscopic, the middle and the microcosmic.The continuous development of mobile Internet technology enables the mobile video to gradually get rid of the dependent on many factors such as time, place, environment, terminals and platform, and it fully implemented "people" as the center to provid e services.The development of mobile video is a process of person’s constantly miningpeople’s intrinsic value demand, and a progress of continuously meeting the demand.