乐视网盈利模式分析

发布时间：2018-04-16 15:01

本文选题：乐视网 + 盈利模式　；参考：《河南财经政法大学》2017年硕士论文

【摘要】：中国互联网在过去发展的二十年间,在获取广泛信息,给人们生活提供便利,促进人们之间的交流方面发挥了重要作用。淘宝使人们购物不需要出门,微信使得我们交流更加便捷,各大视频网站的兴起也充实了人们的生活娱乐。互联网企业如雨后春笋般成立,各个视频网站也纷纷成立,经过激烈的竞争,2010年之后视频网站经过洗牌,形成了优酷、爱奇艺、腾讯、乐视等几家独大的局面。不同的是,有些视频网站一直处于亏损状态。企业希望能够赚取更多的利润,因此企业对盈利模式渐渐开始重视,他们认识到适合自身的盈利模式才是企业可持续发展的关键,照搬外国模式是行不通的,因此对盈利模式的研究也越来越多。本文选取乐视网为例,是因为乐视是第一家盈利的视频网站,对其盈利模式的研究,主要分析乐视网的盈利模式是什么,在价值链条上的每个环节如何创新经营活动实现超额利润,在此基础上,分析乐视网盈利模式的构成要素。本文在内容上首先介绍了中国视频网站的发展现状和乐视网盈利模式的状况,其次分析乐视网盈利模式的价值链、构成要素、和在现有的盈利模式下企业财务状况、与同行业优酷土豆的盈利模式进行对比分析,最后发现乐视网在市场份额、收入结构、用户黏性等方面存在优势。但是也有筹资风险、现金流短缺和扩大产业链带来的技术人才压力等不足。根据此对乐视提出进一步的优化建议。
[Abstract]:In the past two decades, the Internet in China has played an important role in obtaining extensive information, providing convenience for people's life and promoting communication among people.Taobao allows people to shop without going out, WeChat makes our communication easier, and the rise of major video sites enriches people's lives and entertainment.Internet companies are springing up, and various video websites have been set up. After fierce competition, after 2010, video websites were reshuffled, forming Youku, iqiyi, Tencent, Letv and other unique situation.The difference is that some video sites have been at a loss.Enterprises want to earn more profits, so they begin to pay more attention to the profit model gradually. They realize that the profit model is the key to the sustainable development of the enterprise, and it is not feasible to copy the foreign model.Therefore, there are more and more research on profit model.This article chooses Letv net as an example, because Letv is the first profit video website, to its profit pattern research, mainly analyzes the Letv net profit pattern is what,On the basis of how to innovate the management activities to realize the excess profit in each link of the value chain, this paper analyzes the constituent elements of Letv net profit model.Firstly, this paper introduces the development of Chinese video websites and the profit model of Letv. Secondly, it analyzes the value chain, the elements of the profit model, and the financial situation of the enterprises under the existing profit model.Comparing with the profit model of Youku Tudou in the same industry, the paper finds out the advantage of Letv net in market share, income structure, user stickiness and so on.But there are also financing risks, cash flow shortages and the expansion of the industrial chain brought about by the pressure of technical personnel and other deficiencies.According to this put forward further optimization suggestion to Letv.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F275

【参考文献】