The coming of Above IP and Zettabyte era, and the rapid development of app and network platform have led to the explosive growth of network traffic demand, which means that the era of network traffic competition has really opened up, And the topics about Network traffic and network traffic competition and its behavioral strategic change have become a theoretical frontier in interdisciplinary fields and a practical hot spot in the industry. Firstly, based on the original examination of traffic terminology, the original literature survey of network traffic, and comprehensively sorted, separately reviewed and integratedly evaluated on the classical-major-front literature of network traffic competition and its competition behavior strategic changes since 3G network, this article tries to integrate the attributes of spatio-temporal anchoring of network traffic context and the four dimensions of channel and platform, bit stream and volume, data stream and volume, context time and space, with reference to the main and common elements and relationships of the definition of network traffic in the three modules, which are the definition of network traffic emerged from the interview data of Network Pathway-type sample companies, the definition of network traffic from the induction and sorting of Chinese and Western literature, and the definition of network traffic from the interview and consultation of academic experts and industry practitioners, binding network pathway-type and network platform type industry organizations, this article focuses on the dividing of two sub-concepts of network traffic which are network channel traffic and network platform traffic, integratedly defining, and its conceptual framework constructing. Secondly, using the constructivist grounded theory research method (methodology), theoretical sampling of network pathway-type industry organization, performing a sequence decoding analysis of network traffic competition behavior strategic change, which finally emerges or generates a network traffic competitive behavior strategic change theoretical model of network traffic pathway-type industry organization sample. The theoretical model mainly consists of four parts which are network traffic behavior subjects, network traffic competitive behavior strategic change antecedents, network traffic competitive behavior change strategies spectrum and context time, and its basic essence is that the content supply and demand of network traffic, the motivation evolution of competitive behavior strategic change, and the network traffic competitive behavior change strategies map under specific context are co-evolution. The research results have the dual characteristics of the integration of theoretical research and practical data integration, which not only bridge the cross-border gap of previous network traffic and strategic change theories, and extend the theoretical contribution and explanatory power of network traffic competition behavior strategic change, but also prompt the turn of network traffic competition (behavior) and the selection and implementation of change strategies of network pathway-type and network platform type industry organizations.