The Research On Operation Mode And Optimization Strategy Of The Webcast Platform

In the early development of the Internet,most of the information through text,picture to express,but these two are shallow information interactions.In the era of information explosion,fragmented text and pictures have been unable to solve the problem of deep social contact.With the development of social media,smart phones,4G networks,Webcast thus came into being.Webcast is a new and highly interactive video entertainment.Today's webcast platform has entered the 3.0 mobile video Era of “walk,watch,along with the broadcast”.More and more people are willing to participate in webcast and share their life.Webcast is becoming a trend.2016 was known as the first year of China's webcast.With platforms have been more than 200,the number of users have reached 300 million and the market size have reached 15 billion Yuan.As a new social contact way,Webcast is creating a new media revolution.Broadcast platform has become the main battlefield of the new round of contention for Internet giants and entrepreneurs.It can be said that the webcast has entered the outbreak stage.Because of this,how to make good use of and development webcast has been a good topic to discuss together.Based on the theme of webcast,this paper discussed and analyzed the operation mode and optimization strategy of the webcast.This thesis consists of five chapters.The first chapter describes the concept,classification and development of the webcast.The second chapter analyzes the reasons for the popularity of the webcast.Analysis of the inevitability of webcast and its own advantages,environmental advantages,The own advantages of the webcast include the characteristics of authenticity,experiential,interaction,information carrying capacity and real time.Environmental advantage analysis of the strong capital injection,the vacancy of the webcast market,the great-leap-forward development of technology and the development of network coverage of live content and the containment of the network for webcast content inclusiveness.The third chapter studies the operation mode of the webcast platform,mainly discussing from the two aspects of the running and management of the webcast platform.The running of the webcast is analyzed from four aspects to the industrial chain structure: the live platform,the surrounding industry,content producers and content consumers.The main aspects of the management of the webcast to discuss its profit mode,specifically from the gift mechanism,advertising revenue,the game industry chain and the new profit mode of "live +".The fourth chapter lists the operation bottleneck of the webcast platform,comprehensive analysis,restrictions on the development of webcast industry has two bottlenecks: one reason is that low quality video full of live screen operation in the running process so as to cause the bad social effects,specifically including three questions as low barriers to entry in the industry,business logic and cultural logic conflict,backward supervision of webcast platform.The second reason is that economic pressure in the business process caused difficulties for the development of webcast platform specifically including three questions as live content homogenization serious,lack of social consumption led to the conversion rate is limited,the influx of capital and broadband costs are too high.Aiming at the problems of running and management in the fourth chapter,the fifth chapter specifically put forward six optimization strategies and rectification suggestions that to improve the anchor industry access threshold,optimize relevant policies and regulations,improve platform supervision mechanism,promote the vertical and pan platform of the webcast platform,activate the interactive platform and accelerate the integration of the industry in the future webcast process.I believe in the joint efforts of all sectors of society,the webcast industry will grow stronger and stronger and then we can see more than we do now.