LS视频网站盈利模式研究

发布时间：2018-02-25 20:01

本文关键词： 视频网站盈利模式全产业链　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国视频行业从2004年11月LS视频网站上线至今,虽然已经经历了十几年的发展期,积累了数亿的用户,但是几乎所有主流的视频网站都未真正实现盈利。目前,盈利问题已成为视频行业的老大难问题,我国的视频网站一直没有找到合适的盈利模式。LS视频网站依靠其独特的生态体系,在视频行业内率先实现了盈利,其盈利模式在业内受到高度好评。但2016年11月,震惊行业的"LS危机"爆发,暴露出了其盈利模式的问题。在这样的背景下,研究LS视频网站的盈利模式显得非常有必要。本文以LS视频网站为研究对象,采用文献研究、对比分析和案例分析方法对LS视频网站的盈利模式进行深入研究,具体介绍了其特色的全产业链盈利模式,并通过财务数据、行业对比对LS视频网站全产业链盈利模式进行深度剖析,以发现其现有盈利模式中存在的问题,进而提出完善对策。本文分为五章:第一章为绪论,概括阐述了本文研究的背景及意义,归纳、梳理了国内外研究现状,并在此基础上,确立了文章研究的思路、方法以及创新之处。第二章为盈利模式相关理论概述,介绍了盈利模式的相关概念及理论基础,并就视频网站行业的一般盈利模式进行相关介绍。第三章为LS视频网站盈利模式分析,主要介绍了 LS视频网站的基本概况和其特色的全产业链盈利模式,并通过LS视频网站2011-2015年的具体财务数据及与行业内主要竞争对手的对比,深度剖析当前盈利模式,总结盈利模式存在的问题。第四章为LS视频网站盈利模式的完善对策,主要针对上述分析总结出的问题,提出建议。第五章为本文的研究结论与展望。通过研究,本文认为LS视频网站盈利模式存在如下五个问题:全产业链布局庞大,资金链断裂;要素配置分散,核心竞争力不突出;硬件销售入不敷出,低成本定价潜藏隐患;关联交易疯狂,暴露致命风险;会员收入与广告收入难以平衡。同时,需要从以下五个方面进行完善:深化生态布局,拓宽融资渠道;合理配置资源,打造核心优势;硬件成本定价,提升品质和内容;减少关联交易,提高经营能力;改进广告模式,完善会员制度。本文的创新点体现在研究对象与研究内容的创新。首先研究对象上,本文选取了互联网领域较为热门的视频网站作为研究对象,且选取了视频网站中发展独具特色的LS视频网站。其次研究内容上,本文不同于大部分学者只研究LS视频网站盈利模式的成功之处,本文就其打造的"平台+内容+终端+应用"的全产业链盈利模式进行全面分析,总结了其中的问题并提出对策。
[Abstract]:Since November 2004, the video industry of our country launched LS video website, although it has experienced more than ten years of development period and accumulated hundreds of millions of users, almost all the mainstream video websites have not really realized profit. The profit problem has become an old problem in the video industry. The video website in our country has not found the appropriate profit model. LS video website depends on its unique ecological system, and has been the first to realize the profit in the video industry. Its profit model is highly praised in the industry. But in November 2016, the "LS crisis", which shocked the industry, exposed the problem of its profit model. It is very necessary to study the profit model of LS video website. This paper takes LS video website as the research object, uses the literature research, the contrast analysis and the case analysis method to carry on the thorough research to the LS video website profit pattern. This paper introduces the profit model of the whole industry chain with its characteristics, and through the financial data, the industry compares the profit mode of the whole industry chain of LS video website in depth, in order to find out the problems existing in the existing profit mode. This paper is divided into five chapters: the first chapter is the introduction, which summarizes the background and significance of this study, summarizes, combs the current research situation at home and abroad, and on this basis, establishes the ideas of the article research. Chapter 2 is an overview of the relevant theories of profit model, and introduces the related concepts and theoretical basis of profit model. The third chapter is the analysis of the profit model of LS video website, which mainly introduces the basic situation of LS video website and its characteristic profit model of the whole industry chain. Through the specific financial data of LS video website 2011-2015 and the comparison with the main competitors in the industry, the paper analyzes the current profit model in depth and summarizes the problems existing in the profit model. Chapter 4th is the perfect countermeasure for the profit model of LS video website. Based on the above analysis, the paper puts forward some suggestions. Chapter 5th is the conclusion and prospect of this paper. Through the research, this paper thinks that there are five problems in the profit mode of LS video website: the layout of the whole industry chain is huge, the fund chain breaks; The distribution of key elements is scattered, the core competitiveness is not prominent; the hardware sales are overpaid, the low cost pricing hidden hidden dangers; related party transactions crazy, exposed the fatal risk; the member income and advertising income are difficult to balance. At the same time, It needs to be perfected from the following five aspects: deepening ecological distribution, widening financing channels; rationally allocating resources to create core advantages; pricing hardware costs, improving quality and content; reducing related party transactions; improving management ability; The innovation of this paper is embodied in the innovation of the research object and the research content. First of all, this paper selects the video website which is popular in the Internet field as the research object. Secondly, this paper is different from most scholars who only study the success of the profit model of LS video website. This paper makes a comprehensive analysis on the profit model of the whole industry chain of the platform content terminal application, summarizes the problems and puts forward the countermeasures.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F274

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