Research On Business Models Of Mobile Live Streaming Videos

With the gradual popularization of the Internet,We-media gained more opportunities to flourish.The huge advantage of We-media has become an important impetus to promote mobile live streaming,which has great potential commercial value and has already developed a brand new "self media + content" marketing mode.Mobile live streaming videos virtual profit model makes its business model different from many entity enterprises' business models.Due to this business model type short-time existence,there are some problems in terms of marketing model,value creation,financing model and resource integration.Based on the analysis of three different types of mobile live streaming business models,this paper puts forward a new idea of mobile live streaming business model development.First,this paper defines the keywords such as mobile video,live streaming and business model,and clarifies the scope of the thesis.Based on the business model theory,the paper puts forward some suitable elements for analyzing mobile live streaming business model.On this basis,the paper researches the current situation of mobile live streaming and its trends,analyzes and summarizes mobile live streaming development path,its characteristics and types.Conducts a comparative study of the business models of specialized mobile live streaming platforms,bundled mobile live streaming platforms and subordinate mobile live streaming platforms based on their strategic positioning,resource integration,profit model,marketing model,financing model and value creation model.The paper analyzes the main problems of mobile live streaming video business models and points out the drawbacks of the current business-marketing model in China and then puts forward some suggestions on how to optimize business model of China mobile live streaming videos.Current problems include low-end marketing mode,imperfect profit system,moral hazards,lack of supervision etc.For further sustainable development of China mobile live streaming videos,we must innovate business-marketing model,improve live streaming supervision system,strengthen the supervision of live marketing content,and create a well-coordinated development environment for the live streaming industry.In the end,the paper develops predictions on Chine mobile live streaming trends,analyzes the content of the future mobile live streaming and marketing model trends,and summarizes the research results.