Study On The Predicament And Development Of Webcasting Platform After "Cooling Down"

With the intensification of online broadcast competition,the decline of investment heat,in recent years,hot network broadcast gradually into the cooling era,in the process of the various platforms gradually exposed to the problems of platform decision makers,brokerage firms,professional anchor,advertisers And national regulators fall into reflection and innovation.This paper analyzes the five dimensions of audience,communicator,communication channel,communication content and communication effect through the questionnaire survey method and interview method,and analyzes the situation of the industry through the analysis of domestic and foreign case comparison Arising from the various problems and phenomena.The blowout of the webcast industry has slowed down,which has the influence of political,economic,social and cultural and technical environment.From the perspective of the audience,the development of webcasting is also closely related to the "use and satisfaction”of the audience,because the cognitive needs of the audience,interpersonal needs,congenital transformation needs and self-confirmation needs can be adopted by this emerging medium Satisfy.In the process of gradual cooling of the industry as a whole,the policy dividend,capital investment and audience expectations of the most obvious cooling,and the cooling behind the industry is the overall plight,embodied in the high operating costs,over-reliance on capital,profit model structure single,The huge flow of difficult to achieve,the platform homogenization of serious competition,UGC content is not control,platform transformation difficulties and legal risks hinder sustainable development and so on.By comparing domestic and foreign cases,through the analysis of the five elements of the dissemination,in the era of live cooling,the webcast industry needs to spread through the innovation of the content,the vertical segmentation of the audience,the enrichment and escalation of the communicator,the widening of the communication channel and the effect To reform its development model.