Research On The Development Strategy Of Mango TV Based On Industry Chain Theory

After more than ten years’ development, the growth of domestic network video industry is slowing down, gradually showing mobile-oriented features. The allocation of industry resources has formed a certain degree of concentration, and the competitive landscape is relatively stable. Youku&Tudou, IQIYI&PPS, Tencent Video shows a situation of The Rule of Three, and LETV leads the industrywith the top three in another way.Video websites focus on their core business, while actively extend the industrial chain, and develop a close relationship of linkage with television. LETV’s operating model of the whole industry is also a reference for other video sites.Under this background, this essay examines the Mango TV’s core business and value enhancementwith the theory of supply chain and value chain in industrial chain theory. From the perspective of supply chain, Mango TV’s content is relatively thin, so it is difficult to meet the growing needs of users. And its technology accumulation is so weak that cannot deliver content efficiently and economically. Besides, the poor multi-screen experience can’t surpport a friendly use at each terminal; From the perspective of value chain, Mango TV’s shortcomings of insufficient product-value development, blur brand image, and the low market value becomeincreasingly prominent. Therefore, to integrate key links in the supply chain and make own supply chain more strong and full of vitality, Mango TV needs to enrich content, increase technical accumulation, improve terminal experience, and pay attention to the user requirements. Specifically, Mango TV needs to focus on the exploitation of IP content to dig for the deep value of products, manage advertising resources rationally in order to enhance marketing value, construct and promot brand image to create brand value, and deliberately touch the capital markets to increase market value. So as to make continuing appreciation of the value chain. Only after creating a strong and efficient supply chain and value chain, Mango TV can expand the industrial chain further.