The Research On Communication Strategy Of INKE Webcast Platform

The INKE webcast platform,officially launched in May 2015,as a "newborn baby" in live broadcasting field,rises rapidly with impressive speed.As of December 2016,the number of monthly active visitors was about 14.53million,which has made the INKE ranked first in live webcast APP.Just over one year,the INKE webcast platform has grown into a new form of media with a base of large audiences.At the same time,its propagation characteristics and development trend have been increasingly concerned by the industry.Therefore,the study of INKE has important practical significance and application prospects.This article selects the INKE webcast,the most popular mobile live broadcast platform,as the research object.In order to make a detailed analysis of the communication characteristics and communication strategies of the INKE,four methods:literature analysis,comparative analysis,data statistics and questionnaire survey were used.This paper also selects the popular events about the INKE of the last two years with the attempt of making a panoramic scan of the INKE webcast platform,and of analyzing the new interactive experiences that brought by the INKE from a perspective of communication.This paper argues that,to a certain extent,what the INKE webcast platform presents is not only broadcast platform itself,but more the new features such as the individual experience,aggregated content,and convenient operation,which blur the boundaries between the communicator and receiver,enrich the content of communication,break the constraints of time and space,and provide the more interesting ways of socializing for users.However,there are still many problems exist in the communication strategy of the INKE,such as the poor quality of the content of communication,the lack of rationality in proportion of advertisement putting,and the slow response of crisis PR.Therefore,in the dissemination of content should meet the needs of users,and establishing an ecosystem for the content of communication;in the aspect of advertising,should make good market segmentation,as well as optimize the spread of advertising;in terms of public relations should strengthen the standardization of the INKE webcast platform and improve PR strategy,so as to promote the healthy development of the INKE webcast platform.