Focus on the Differentiation Strategy of Mango TV from the Perspective of Variety

Abstract

With the rise of short video, the internal competition of long video in the previous network audition industry has been changed, but the long video platform is still the main force in the network audio-visual industry. From the perspective of effective broadcast data, Mango TV obviously lags behind rivals such as iQiyi and Tencent Video in the whole network of movie and TV plays. In such a competitive environment, based on the consideration of its own internal advantages, Mango TV implements the differentiation strategic decision, which is embodied in the differentiation of products, services and image. Through the analysis of internal and external environment, according to the internal advantages of Mango TV: strong technical support, positive energy values, management system based on user's thinking and flexible management system, this paper analyzes the differentiated development strategy of its variety-based track, and points out that Mango TV's adherence to the differentiated development strategy has certain reference significance for the development of China's online audio-visual industry and other industries.