Research On Competition Mechanism Of Short Video

With the increasing popularity of mobile technology and network,the audience's demand for information carriers has changed from graphic 2.0 to video 3.0.Short video,with its characteristics of fragmentation,visualization and three-dimensional,has rapidly become the darling of the Internet and the audience.Analytical data show that by February 2018,the number of users of short video aggregation platform and short video aggregation platform had reached 403.5 million and 165.5 million respectively.Nowadays,Fast Start ranks first with 21,838,000 monthly activities,and Headline's matrix platforms are rising rapidly.Potatoes have transformed from traditional video sites to short video platforms.BAT[BAT:Baidu,Alibaba,Tencent,China's Internet companies(Baidu),Alibaba Group(Tencent)The acronym for the first letter of the three largest Internet Co of the company(Tencent).]Leading Internet giants have increased the proportion of investment and financing in the field of short video,short video industry pattern in the demand of the market showed an anxious competitive situation.Therefore,the focus of this paper is to study how the short video industry to conduct platform layout and traffic contention in the fierce Internet era,and the future development and trend of the short video industry under the competitive situation.Michael Porter,a professor of business school at Harvard University,pointed out in his book Competitive Advantage that it is necessary to define the value chain of a particular industry in order to determine the competitive advantage.The value chain model of short video industry is constructed.At the same time,case study and comparative analysis are used to find out the differences that determine the competitive advantages between platforms and summarize the competitive strategies between platforms in order to provide a reference paradigm for the development and innovation of short video platforms.In the first chapter,the short video platform and its current market situation are summarized and combed,and the characteristics of the two-sided market and bilateral participation are analyzed,which lays the market logic premise for the following platform value chain link in the focus strategy positioning.In the second chapter,the short video platform environment is analyzed,both at home and abroad.Under the joint efforts,it is concluded that the competition and development of short video platform is the trend of the current situation,and it is also the practical significance of this paper.Then,based on Michael Porter's value chain theory,the industry value chain theory of short video platform is constructed.According to the value chain activities,the links that short video platform can achieve value gain are summarized.In the third chapter,the competition strategies of integration,diversification and user focus in management are discussed in detail,including channel,content and audience in the value chain of short video platform.The last chapter summarizes the current short video platform in the process of competition and the problems arising from the competition paradigm,for other researchers to further explore the issue of short video platform.