The Innovation Strategy Research Of Online Webcast Platform Professionally Generated Content

Recently,Online webcast is a new form of internet “reality television”,it is based on the online webcast station as a new medium,users through computer and mobile as platform,showing someone's real life,and deduce a variety of forms,and this behavior get attention by society and welcome by capital market,so it start become to a new form of content of webcast,the production and transmit of online webcast content provide new direction and content of the internet sub-culture.Online webcast platform have begun to resource integration and financial alliance after going through ups and downs in several rounds of industrial reshuffle and cruel competition for the past two years.Live webcast do not just adopt the solo content model of self-production,but bring content of professionally generated to the platform.The high degree of homogeneity and vulgarity of the content of live webcast can not satisfy users strongly and waken the brand awareness and reputation.Therefore,some live webcast platforms started professionally generated content to seek and produce a better profit model of online webcast content.This article discuss the content produced phenomenon of online webcast in the background of the online webcast industry rising at home and abroad in the past two years,through sum up the domestic and abroad related literature review,summarize the characters of live webcast station,and sum up the content of online webcast station.Selected ”Hello! Goddess” from panda TV as a typical case to analyze professionally generated content of live webcast,discover the professionally generated content elements of the online process.put forward the professionally generated content develop strategies of live webcast platform according to the research of live webcast content and the analysis of “Hello! Goddess”,create a professional content production team and optimize production process;to open the value chain of live webcast in the middle and lower reaches,to build a diversified marketing channels for professionally generated content through the interaction of multi-terminal.