Study On Communication Strategies Of The Webcast Platform Under The Scene Theory——

Foreign scholars Robert Scoble and Shel Israel were taking the lead in applying the glossary "Scene" in the communications field.They pointed out that the age of Scene Communication is coming.Since,the concept of "Scene" came into the academic horizon."Scene Theory" has gradually evolved into a brand new theory in communication field.Domestic scholars 'research on Scene Communication is a little bit lag,in the year of 2015 kicking off.The latest three years,Scene Theory causes the tide of theoretical research in academia.Thanks to this,domestic research on the Scene Theory has become abundant increasingly.Since from 2015,webcast got into the public consciousness,changing the way of connecting the world between people and world quietly.Various webcast platforms are emerging in an endless stream and flourishing everywhere by the year of 2016,which attracted internet giants setting foot in webcast industry.The webcast industry is so thriving that 2016 has been called the first outbreak year.Webcast has developed about three years which is quiet short.However,it owns strong explosive force.Consequently,relative researches are slightly lagging.Therefore,research on the development of webcast platform has both theoretical significance and practical value.This paper analyzes current situation of the webcast platform.On that basis,it digs re-factoring effects and values of the application of Scene Theory.In addition,"e-commerce webcast platform" has been served as an example.On account of this example,some dilemmas of the webcast platform confronted have been raised.Consequently,this article puts forward the development strategies of webcast platform.Specifically,this article is divided into six parts.The first part is an introduction that introduces the motive?method and research framework of this article as well as the relevant study of inscription in academic world.Development background and classification as well as main profit pattern of the webcast platform are explained in the second chapter.Reconstruction effect and value embodiment by the Scene in the webcast platform are analyzed in the third chapter.Starting from the case of"e-commerce webcast platform",the development of "e-commerce webcast platform"under Scene Communication is dissected in the forth chapter.On the basis of the previous text,dilemmas that the webcast platform are confronted have been pointed out in the fifth chapter.Relevant strategies by using Scene Theory towards these difficulties are put forward in the sixth chapter.Finally,the conclusion serves as a summary of the whole article.