| The rise of Webcast platform brings new blood to Internet industry under the boost of Internet economy, and its interactivity, diversity, user base and social impact have attracted a great number of investors, leading to rise of various Webcast platforms and formation of industrial chain. Capital injection not only boosted network broadcast but caused many social and operational problems. Despite its prosperity, whether flow of live broadcast can be realized is essential to profit and further development.The year of 2016 can be described as the first year to develop online video broadcast, and the number of Webcast platform is in a great increase. Besides, it is also a time to regulate its operation by policy and law which leads Webcast platform to a stage of relatively rational development. On the one hand, it is a renovation to Webcast industry; on the other hand, a healthy and orderly Webcast industry can be achieved.The thesis will take Webcast platform as research subject, interpret phenomenon of "live hit",and explain rise of Webcast platform from external environment and its characteristics. Living condition of Webcast platform will also be presented by analyzing three aspects: relationship between relevant parts in industrial chain and Webcast platform, operation pattern and user base case, as well as consumption scenarios and consumer psychology. At the same time, the article analyzes the dilemma faced by the webcasting platform in the development of the webcasting platform and puts forward the development strategy of the webcasting platform from the four aspects of content, operation, marketing and supervision to promote the webcasting platform growth healathly.The thesis thoroughly explores the influence of external environment to Webcast platform by using "PEST Analysis",analyzes consumer psychology and behavior based on theories of "Use and Gratification","Maslow's Hierarchy of Needs" and"Scene Theory" and attempts to interpret its living condition and development. |
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