發(fā)布時間：2018-04-05 10:10

  本文選題：互聯(lián)網(wǎng)　切入點：樂視生態(tài)　出處：《中國財政科學研究院》2017年碩士論文

【摘要】：在互聯(lián)網(wǎng)行業(yè)競爭愈發(fā)激烈的今天,各家網(wǎng)絡視頻企業(yè)都在力爭全方位的發(fā)展。隨著三網(wǎng)合一、4G網(wǎng)絡的普及、多屏聯(lián)動等因素的推動,當今視頻網(wǎng)站之間的競爭已不僅僅是內容版權之爭,而是要多元化發(fā)展以搶占市場�！盎ヂ�(lián)網(wǎng)+”戰(zhàn)略為我國高速發(fā)展的互聯(lián)網(wǎng)行業(yè)指引了方向,互聯(lián)網(wǎng)行業(yè)擁有獨特的盈利模式和特定的企業(yè)戰(zhàn)略定位,而盈利模式的正確與否決定著公司未來的發(fā)展。我國的互聯(lián)網(wǎng)公司正逐漸意識到,企業(yè)若要實現(xiàn)持久穩(wěn)定的盈利,必須得找到一個適合自身的盈利模式,對客戶價值、收入來源、客戶范圍、經(jīng)營活動、盈利能力和可持續(xù)性等進行正確的定位。在這種背景下,對互聯(lián)網(wǎng)視頻公司盈利模式進行研究將對整個互聯(lián)網(wǎng)行業(yè)的發(fā)展具有重要的指導意義。本文選擇以互聯(lián)網(wǎng)視頻起家的公司——樂視網(wǎng)進行案例分析。樂視網(wǎng)獨創(chuàng)“平臺+內容+終端+應用”四位一體的產(chǎn)業(yè)鏈垂直整合戰(zhàn)略,顛覆了傳統(tǒng)的盈利模式。在文中主體部分,首先對樂視網(wǎng)多元化、外延式擴張的生態(tài)型盈利模式進行了整體分析,然后對最具特色的終端產(chǎn)品盈利模式進行了具體分析,總結了該盈利模式整體的優(yōu)勢和劣勢,并針對其劣勢提出了減少版權購買支出、減緩外延式擴張、保持合理負責比率和充足現(xiàn)金流、加強盈利模式可持續(xù)性的改進建議。同時,通過對樂視網(wǎng)盈利模式的案例研究,得出應適當轉變戰(zhàn)略目標、發(fā)揮自身優(yōu)勢、開展廣泛合作、拓展利潤點、整合線上線下資源、尋找適合自身的盈利模式、防范經(jīng)營風險等對其他同類型互聯(lián)網(wǎng)公司盈利模式的啟示,為互聯(lián)網(wǎng)行業(yè)的持續(xù)發(fā)展提出切實可行的建議。
[Abstract]:In the Internet industry increasingly fierce competition today, each network video enterprises are striving for all-round development.With the popularization of 4G network and the promotion of multi-screen linkage, the competition among video websites is not only about content copyright, but also about diversification to seize the market.The strategy of "Internet" guides the rapid development of the Internet industry in China. The Internet industry has a unique profit model and a specific strategic positioning of the enterprise, and whether the profit model is correct or not determines the future development of the company.The Internet companies in our country are gradually realizing that if they want to achieve lasting and stable profits, they must find a profit model suitable for themselves, which is suitable for their customers' value, source of income, customer scope, and business activities.Profitability and sustainability are properly positioned.In this context, the study of the profit model of Internet video companies will be of great significance to the development of the entire Internet industry.This article chooses to start with the Internet video company-Letv net carries on the case analysis.Letv original "platform content terminal application" four-in-one vertical integration strategy of industrial chain, subvert the traditional profit model.In the main part of the paper, firstly, the ecotypic profit model of Letv network diversification and extension expansion is analyzed as a whole, and then the most characteristic end product profit model is analyzed concretely.This paper summarizes the advantages and disadvantages of the profit model, and puts forward some suggestions to reduce the expense of copyright purchase, slow down the extension expansion, keep the reasonable responsibility ratio and sufficient cash flow, and strengthen the sustainability of the profit model.At the same time, through the case study of the profit model of Letv net, we draw the conclusion that we should change the strategic goal appropriately, give play to our own advantages, carry out extensive cooperation, expand the profit point, integrate the online and offline resources, and find a profit model suitable for ourselves.Taking precautions against the risk of operation can enlighten the profit model of other Internet companies of the same type, and put forward practical suggestions for the sustainable development of the Internet industry.
【學位授予單位】：中國財政科學研究院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F49;F275

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本文編號：1714307