Title:
Study on Strategic Management of Short Video Platforms-Taking Douyin in China as an Example
Author:
Huang Yiwei
Advisor:
Prof. Dr. Li Chunyou
Degree:
International Business Management
Major:
Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
MCU Ubonratchathani Journal of Buddhist Studies (JOBU), Vol.5 No.3 (September-December) 2023 (pp.363-371)| วารสารพุทธศาสตร์ มจร.อุบลราชธานี ปีที่ 5 ฉบับที่ 3 (กันยายน-ธันวาคม) 2566, หน้า 363-371. PDF MCU
Abstract
In recent years, short video platforms in China industry have rapid development. The main objectives of this study were: 1) To explore the situation by using the SWOT analysis of the Douyin short video platform. 2) To provide suggestions on growth strategies for the Douyin short video platform based on strategies management theory.
This paper adopted the documentary research method, taking the Douyin short video platform in China as the research object, based on strategic management theory, using SWOT analysis to study the strategic management of Douyin short video platform. The findings of this paper: 1) Through the SWOT analysis of Douyin’s short video platform, it was found that. Strengths are high-quality content ecology, industry leadership, high-quality user groups, and strong technical support. Weaknesses are homogenization of short video content, information cocoon, reduced user motivation to create, uneven regional distribution, and weak social function. Opportunities are the support of policies and laws, stable economic growth, the application of 5G technology, and good prospects for the development of short videos. Threats are fierce competition in the short video industry, higher content regulatory standards, and higher operating costs in the short term. 2) To provide suggestions on growth strategies for the Douyin short video platform: First, differentiated development strategy. Optimize the video review and recommendation mechanism, while empowering producers to enhance content quality and improve the status quo of serious homogenization of video content. Form a different content ecology from other short video platforms. Second, diversified development strategy. Enhance the functional value of the platform, strengthen the integration with multiple fields, expand the geographic market, expand the scale of users, and at the same time strengthen the social function to increase user stickiness. Third, cost-leading development strategy. Strengthen the real-name authentication mechanism to effectively avoid brand public relations, rights compensation, and other cost expenditures brought about by poor-quality video content
Keywords: short video platform, development strategy, swot analysis