The Research Of The Communication Strategy Of China's Live Video-streaming Platform

With the development of the internet technology,the Live Video-Streaming platforms in China have entered the era of moving Live Video-Streaming platforms.In recent years,China's Live Video-Streaming business has grown rapidly and attracted many users and investment,which has become the fastest-growing areas of Internet business in China.Through the simple information collection equipment such as computer or mobile phone,the information can be published to live in the form of live video platform for audience to watch.Live Video-Streaming use the scene of the Internet to set up a social scene which promotes information dissemination form and changes the way of interaction.Scenario-based live greatly improves the interactivity,authenticity,real-time and open of the platforms,this is what other media does not have,these features form huge advantages when it competes with other media.The contents of Live Video-Streaming are produced by the users.Hence,the users' engagement and interactivity are intensive.Having the same hobby or similar attitudes between the user and the holders spontaneously form a high participation and interactive community.Holders need to meet the needs of users for subscription and reward,therefore,user preferences affect the composition of the content.Due to its low threshold,ordinary people also won the right to voice,therefore it appears decentralized tendency.It not only enriched the contents,but also lead the qualities of contents to become diverse which includes news and rumors as well as truth and false.Plenty of Live Video-Streaming platforms and network anchors are emerging which lead more and more normal people to participate that gradually makes the online living show become a national trend.Due to the live-broadcasting industry is still in exploring stage,therefore,the business grew wildly lacking enough industry's rules,supervision and management.Meanwhile,this situation also causes many problems such as excessive entertainment,excessive consumption and undesirable content.The negative effects of vulgar contents of Live Video-Streaming platforms not only causes the prejudice and reduces its influence,but also lower the cultural taste of masses and have huge impacts on social culture value system.Thus,this article would choose the Live Video-Streaming as the research subject to provide some valuable suggestions for the future development.This thesis would take the current situation of transmission,characteristics of communication,the disseminator,the contents as the entry points to develop the research.Moreover,the thesis creatively focuses on the angle of audience and adopts Uses and Gratification Theory to analyze the interaction between audience and live-broadcasting.At the end of this thesis,it would provide some suggestions combining with the analysis which aim to overcome the disadvantages of live-broadcasting platform appearing at present stage and to support the platform to achieve healthy and ordered development.