A Development Strategy Research On Letv

With the rapid development of China's economy and the popularity of the Internet,China's Internet users base greatly increased,which led to the development of the online video industry.From the view of the development process of China's network video,in 2005 China's first video site was on-line,and the number of video sites in 2008 closed to more than 300.After a copyright battle,the survival of the fittest,the current online video site through strong combination,Mergers and acquisitions,formed Iqiyi,Teng Xun video,Youku,Sohu video,and Letv as the main network of the competitive landscape.Letv as one of the main representatives of online video industry,with its high-quality copyright resources to "platform+content+application+terminal" business model in the online video industry come to the fore,and in 2010 became the first domestic video Website,listed on the Shenzhen Stock Exchange GEM.Unlike other video sites,Letv is not only listed,but also for nine consecutive years to maintain profitability.With the development of mobile Internet and the convergence of the internet,the radio and television network,the telecommunication network,the domestic video sites are beginning to layout their own industrial chain,from the initial content as the core,to the upstream and downstream industry chain,to the ecological direction,which is conducive to the the healthy development of entire online video industry,at the same time caused great pressure on Letv.This paper combs the development process of the online video industry,analyzes the status quo of the industry,uses the literature research method,the case study method,the strategic analysis method to analyze the Letv's resources and the external resources,the external macro environment,the industry environment and the main competitor,finally the SWOT analysis method is used to analyze the Letv's advantages,disadvantages,external opportunities and threats,and make suggestions on the development strategy of Letv.