| With the rapid development of Internet technology,the Internet video industry has ushered in its own spring.At present,there are a variety of video websites in the market,such as Kwai,Tik Tok,Volcano Video which short videos with interaction,Bilibili which features original and comprehensive animations,as well as iQIYI and Tencent Video which have full coverage variety shows,films and TV programs.Data has shown that the audience and economic value of online videos are on the rise.In the context of such fierce competition,the author,by organizing the existing data,takes Company A,a website featuring videos with commentary subtitles which is popular among young people,as a research object.Company A is the earliest website in China that enables users to both upload original videos and comment with their comments displayed on the video as subtitles.From 2011 to 2015,the company had grown popular among young people and valued 1.85 billion yuan.However,in the following two years,the company had experienced a rapid decline in its development and lost a large number of users.Its page views dropped from 2.79 million per day to less than 2 million per month.This paper aims to analyze the development of Company A,summarize its shortcomings,put forward relevant suggestions,and promote healthy development of online videos.This paper is divided into six sections.The first chapter is the introduction,which describes the background and the theoretical and practical significance of the topic on the one hand,and briefly explains the ideas,structure,research methods and data sources of this paper on the other.The second chapter is the theoretical basis of this paper,the main content of which is literature review,including the current research status of enterprise strategic management theory,competitive strategy theory and platform competitive strategy theory.The third chapter introduces the basic situation of Company A,and summarizes the advantages and disadvantages of Company A as well as its difficulties and problems.At present,the problems of Company A include sluggish user growth,rapid development of competitors,lack of original content,copyright infringement and a single profit pattern.The fourth chapter conducts a specific analysis of Company A's external environment in the post-4G era with low data costs from the five aspects of politics,economy,society,technology and industry development,and summarizes the opportunities and challenges Company A is faced with.At the same time,EFE,IFE and CPM were used for the analysis and disgnosis of Company A,through which it was concluded that Company A was slightly inadequate in coping with its internal and external environment,and was at an obvious competitive disadvantage.According to the results from the three tools,the deficiencies of Company A were subdivided.The fifth chapter first summarizes the first two chapters,sorting out the competitive strategies in the current market and putting forward three alternative schemes for Company A.The paper then analyzes and discusses via QSPM the differentiation strategy that Company A should adopt,followed by a proposed implementation plan of the strategy.The sixth chapter,as the conclusion,summarizes the first five chapters and points out the shortcomings of this paper.Based on the research on Company A and the literature review,it was concluded that differentiation competitive is a way to survive online video competition.User visits are the key to the market value of a video website and also the most direct source of the website's revenue.User loyalty is the cornerstone of a video website's development,and building a multi-ecological value chain is the way to improve stickiness,increase the number of users and obtain stable profits.Lastly,based on the analysis results,this paper hopes that Company A can make changes in standardizing copyright rules,strengthening platform cooperation,platform design,expanding derivative value chains,and original content and services,which can hopegully guide its future development. |
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