I Company OTT TV Competition Strategy Diagnosis Research

With the development of the Internet,industrial upgrading and the continuous integration of resources,the OTT industry has been moving toward orderly development from the past,with OTT users focusing on a few players.In the process of the increasingly fierce industry competition,how to diagnose its own insufficiency in the process of competition and how to solve the problems existing in the competition strategy to ensure the leading position in the market competition is an urgent problem to be solved.Through reading the literature,I found that fishbone analysis is an effective way to diagnose the competitive strategy of enterprises.Fishbone analysis method will be used in conjunction with brainstorming method,which can analyze the root cause of the problem.In this paper,I OTT TV competition strategy for the diagnosis of the object,analyze macro-environment of OTT industry,combined with industry-specific data to grasp the overall situation of the industry,the use of questionnaire survey TV end user behavior and fish bone analysis of I OTT TV competition strategy problems Analysis of the causes and found the key factors to effectively put forward the optimization measures of I OTT TV competition strategy.This paper carries out the following specific research:(1)To collect and organize OTT industry data,and to describe the development of OTT industry;(2)To learn the fishbone analysis method and brainstorming method,to design the diagnostic procedure of enterprise competitive strategy;(3)(4)Based on the diagnostic results obtained by using the fishbone analysis method,I propose the optimization opinion for I Company's OTT TV competition strategy.This paper refers to the case study of fishbone analysis in the field of audit and researches and optimizes the competitive strategy of OTT TV of Company I according to the actual situation.The research found that:(1)The development of OTT industry is in good condition.Although the regulatory policies in the future will be more severe,the continuous development of content economy,the rising consumption level of consumers and the advancement of technology will promote the rapid development of OTT industry.(2)I,a member of BAT,is a leader in the OTT industry.Its main competitors are Youku and Tencent.Its internal strategy and Galaxy's cooperation model have become the industry model,but are still facing product design,content operations,(3)Combining cycle brainstorming and open brainstorming methods to distinguish between countermeasures fishbone analysis and causative fishbone analysis,OTT industry content providers can be drawn quickly and effectively The main reasons for the competitive disadvantage are product development,content operation,channel competition,cross-industry cooperation,cooperation between terminal manufacturers and state control.(4)Based on the results of fishbone analysis,the Company optimized the competitive strategy of IOT OTT TV.In summary,this paper studies the development trend of OTT industry,puts forward the implementation steps of enterprise competitive strategy diagnosis,and uses the fish bone analysis method to get the factors that affect the competitive advantage of OTT industry content providers.Finally,the optimization measures of competitive strategy provide reference for self-diagnosis of content providers in OTT industry,complement each other and strengthen the competitive advantage of enterprises.