抖音的竞争战略研究.docxVIP

PAGE I 抖音的竞争战略研究 摘要 2019年国内移动短视频平台逐步从用户流量竞争的竞争战略转向各自平台流量全景布局的较量，以应对互联网用户数量增幅变小的趋势。各大短视频平台获取新用户的增幅也顺应了这一趋势，短视频行业内流量获取的竞争环境日益焦灼。如何更高效的发挥平台流量分发的效能，更深层次的挖掘现有用户的价值，将成为短视频平台竞争取得优势的拐点。字节跳动系软件应对市场竞争压力逐步进行竞争战略调整，开始布局小程序矩阵，多端口引流助力“抖音”短视频平台；加快蚕食海外短视频市场的步伐，以确保“抖音”后来者居上的短视频市场领跑者地位。 本文通过现有文献，互联网相关数据等研究资料，采取数据收集分析，文献研究法，案例分析法，比较分析法等方法对“抖音”短视频平台的竞争战略展开研究。期望通过对短视频行业环境，5G建设最新进展与应对紧急社会问题的能力等视角，进行“抖音”的PEST分析和SWOT分析。针对分析结果对“抖音”现有竞争战略所忽视的问题作出补充，提出以内容质量差异化为核心的竞争战略，平台低成本运营的竞争战略，平台价值塑造的的多元化竞争战略，对抖音在未来一段时间内保持持续的增长有一定的借鉴意义。 关键词：“抖音”；短视频；竞争战略 PAGE II Study on the competitive strategy of douyin Abstract In 2019, domestic mobile short video platforms will gradually shift from the competitive strategy of user traffic competition to the competition of their respective platforms panoramic layout of traffic, in order to cope with the trend of less growth of the number of Internet users. The growth rate of the new users acquired by the major short video platforms also conforms to this trend. The competitive environment of traffic acquisition in the short video industry is becoming increasingly anxious. How to give full play to the efficiency of traffic distribution on the platform more efficiently and explore the value of existing users at a deeper level will become an inflection point for short video platforms to gain advantages in competition. Bytedance software has gradually adjusted the competitive strategy in response to the market competition pressure, started to layout the applet matrix, and multi-port drainage helps douyin short video platform; Accelerate the pace of encroachment into the overseas short video market to ensure that douyin later-comer occupies the leading position in the short video market. Based on existing literature, internet-related data and other research materials, this paper adopts data collection and analysis, literature research, case analysis, comparative analysis and other methods to study the competitive strategy of douyin short video platform. It is expected to