斗鱼TV发展战略研究 自从迈入互联网时代以来，中国的网络直播行业仅用了几年的时间，便实 现了从兴起到成熟到如火如荼，实现了量的飞越与质的 提升。2014年，斗鱼TV 正式成立，并开始以游戏直播为主展开网络直播平台的运营。经过几年的发展， 斗鱼TV在网络直播市场上俨然已成为“独角兽”企业，与虎牙直播、企鹅 电竞 等直播平台形成头部竞争局势。但是，鉴于时下国内互联网用户和网络直播台 发展趋势的变化，愈发严格的国家监管政策和对直播市场跃跃欲试的各路资本， 网络直播平台 也面临着重大的发展问题。除了其他直播平台的强大竞争压力外， 斗鱼TV还面临众多问题，比如盈利模式、运营成本、直播内容等许多部分的问 题。究其根本原因，在于斗鱼TV 缺乏适合自身有效的企业发展战略。 借助系统的战略管理理论，本文采用文献研究，定性分析和案例分析的方 法来研究斗鱼TV的发展战略。首先利用PEST工具和波特五力模型对 斗鱼TV 所处的外部宏观环境和行业环境展开分析，接着对斗鱼TV的企业内部环境展开 深入研究，再结合SWOT分析工具得出了适合斗鱼TV的发展战略。之后，就 相应的发展战略展 开制定及实施。文章最后从人才培养、技术、制度、企业文 化等部分为企业发展战略的实施制定了强有力的保障措施。本文的研究进程及 其结论希望能够给斗鱼TV今后的企业发 展提供参考，同时对国内网络直播行业 的发展也有着一定的借鉴意义。 关键词： 斗鱼TV，发展战略，网络直播，多元化 II Abstract Study on the Development Strategy of Douyu TV Since entering the Internet age, China's webcasting industry has only taken a few years to reach maturity to full swing, achieving quantitative and qualitative improvements. In 2014, Douyu TV was formally established and began to operate a webcast platform with game live broadcast as the main focus. After several years of development, Douyu TV has become a "unicorn" enterprise in the live broadcast market, forming a head competition with live broadcast platforms such as Huya Live and Penguin E-sports. However, in view of the current changes in the development trends of domestic Internet users and webcasting stations, increasingly strict national regulatory policies and various capitals eager to try the live broadcast market, webcasting platforms are also facing major development problems. In addition to the strong competitive pressure of other live broadcast platforms, Douyu TV also faces many problems, such as profit model, operating costs, live broadcast content and many other problems. The fundamental reason is that Douyu TV lacks an effective corporate development strategy suitable for itself. With the help of systematic strategic management theory, this article uses literature research, qualitative analysis and case analysis to study the development strategy of Douyu TV. First, use the PEST tool and Porter’s five forces model to analyze the external macro environment and industry environment of Douyu TV, then conduct an in-depth study of the internal environment of Douyu TV, and then combine with SWOT analysis tools to find out that it is suitable for Douyu. TV development strategy. After that, formulate and implement the corresponding development strategy. At the end of the article, strong safeguard measures are formulated for the implementation of enterprise development strategies from the aspects of personnel training, technology, system, and corporate culture. The research process and conclusions of this article hope to provide references for the future III development of Douyu TV, and also have certain reference significance for the development of domestic webcast industry.。。。。。。以下内容略