Guangzhou Tencent Network Broadcast is an exploration of the transformation and development of traditional Internet enterprises. Its main business includes three categories: music sector, live broadcast and value-added services and advertising sector. In this paper, in market competition at home and abroad for reference, on the basis of theoretical research and practical exploration achievements, the use of PEST and five models respectively analyzes the Guangzhou Ten-cent depending on the market competition of the macroscopic environment and microcosmic environment, SWOT analyses of its own advantages and disadvantages, opportunities and challenges faced by the proposed Guangzhou Tencent depending on market competition strategy, and implementation of the strategy. This paper analyzes the current situation, problems and causes of the live broadcast business of Guangzhou Tencent Company.On this basis, SWOT was used to obtain the advantages of Guangzhou Tencent 's live broadcast business. However, it also had disadvantages such as single value-added services, high compliance standards, weak internal review. Then intro-duces the selection and implementation of competition strategy for the live broadcast business of Guangzhou Tencent Company.Finally, the paper summarizes the research results of the whole paper, points out the shortcomings in the research process, and puts forward the prospects for the future development strategy of the company's live broadcast business.

Chen Songying. Research on SWOT Competition Strategy of Broad-cast Business of Guangzhou Tengshi. Academic Journal of Business & Management (2023) Vol. 5, Issue 3: 13-20. https://doi.org/10.25236/AJBM.2023.050303.

[1] Jin Xuetao, Pan Miao, Li Xiaoran, Research on Competition Situation and Strategic Behavior of China's Online Video Media [J]. Modern Audio Visual, 2017, (9): 31-37.

[2] Chen Jiyin, Yang Lian, Development Status, Trend and Thinking of China's Online Video Industry [J]. Media Observation, 2017, (11): 8-12

[3] PARKERG, ALSTYNEMV. Platform Strategy & Open BusinessModels [R]. Cambridge MIT centre for digital business, 2014.

[4] Chen Mingyue, Competitive Status and Strategic Analysis of China's Live Broadcasting Platform [J]. News Research Guide, 2015, (3): 70-71.

[5] Zhang Xiao, Mao Huan, Wu Hanghang, etc., Competition and Strategic Analysis of China's Online Video Media Industry [J]. China New Communications, 2018, (8): 68.

[6] Wu Na, Ning Changhui, Gong Xiaoxiao. Study on the Mechanism of Communication Style Simi-larity on Purchase Intention in Live Broadcasting Marketing [J]. Foreign Economy and Management, 2020, 42 (08): 81-95.