| 2016 is the first year of China's network broadcast.Various network broadcast platforms have emerged one after another.Fierce industry competition prompted the network broadcast platform to enter the "hundred groups battle" situation in 2017.When the time comes to 2020,many online video platforms such as Douyin and Kuaishou have also joined a new round of competition in the live broadcast industry.Since its establishment in November 2014,Huya Live takes “technology-driven entertainment” as its core idea,and it was listed on the NYSE on May 11,2018.Its development process is typical in the network broadcast industry,and its financial strategy also has certain representatives.This paper selects Huya live as the research object,and uses case analysis method to conduct research.Firstly,it introduces the background and value of this research.Secondly,it explains the related concepts of financial strategy.Thirdly,it introduces the general situation,overall strategy and business strategy of Huya Live,analyzes the content of financial strategy of Huya Live,and evaluates the investment strategy and financing strategy;Finally,it summarizes the conclusion and enlightenment of Huya Live's financial strategy and prospects for future research.Huya Live's financial strategy is an intensive and expansionary financial strategy.In terms of financing strategy,it mostly adopts equity financing and high financing cost.The investment strategy mainly focuses on content,technology and overseas three aspects,and adopts zero dividend distribution strategy.It is found that the formulation of the financial strategy of Huya Live is consistent with the overall strategy and business strategy,which is based on the macro environment and industry environment and in line with the enterprise life cycle theory.At the same time,the analysis of network live broadcast enterprises focuses on the evaluation of non-financial indicators such as market share.Through the comparison with Douyu Live,Bilibili and other enterprises,we can see that the stable financing source of Huya Live is its advantage;insisting on increasing the investment in core business is conducive to the long-term development of Huya Live;fierce market competition has prompted Huya Live,a representative company in the network broadcast industry,to start user integration.In this paper,the relevant analysis and evaluation of the basis and specific content of the financial strategy of Huya live can play a certain reference for the analysis,selection and implementation of financial strategy of other enterprises in the network broadcast industry. |
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