Development Strategy Research On Live-streaming Industry From Perspective Of Supply-side Structural Reform

As a new form of Internet culture,live-streaming industry has been explosively increasing with the competition for capital.Although profitability is still weak,the industry has emerged more than 300 live-streaming platform.In the fierce market competition,social negative effects have increased.Government departments have introduced policies to regulate,but it is still difficult to curb the chaos.This paper first briefly reviews the development of Live-streaming industry,and sorts its concept,characteristics and differences;then,exploring the rise of live-streaming industry,and it gives emphasis on technology,user sand network economy.Thirdly,based on the industry life cycle theory,the paper determines the various stages of the development of China's live-streaming industry:From 2008,the industry began to enter the market cultivation period,with the outbreak of the game broadcast platform,live-streaming industry entered a period of rapid growth in2014,by 2017,the live-streaming industry has grown to maturity.Besides,due to the existing live-streaming supply and demand structure cannot match,this paper based on the perspective of supply side management,analyzeing the problems existing in the industry from four aspects: supplier,supply content,supply service and supply policy.The end of the paper purposefully presents the supply-side structural reform,from three aspects of stock adjustment,total factor productivity improvement and incremental training,and proposes the direction and means of the live-streaming industry.