财务视角下乐视网盈利模式研究

发布时间：2018-04-18 09:09

本文选题：乐视网 + 盈利模式　；参考：《广东外语外贸大学》2017年硕士论文

【摘要】：随着互联网的快速发展,网络媒体也发展迅速。以前,“报纸、广播、电视”被称为“三大媒体”,这三大媒体是人们获取信息的主要来源。而现在,由于网络的便捷,人们更愿意从网络上去获取资源。网络媒体的出现改变着人们的行为习惯,而人们行为习惯的改变又反过来让网络媒体发展壮大。网络媒体行业竞争愈演愈烈,各家网络视频企业都在全力打造自身特色,力求抢占未来发展重要机遇的制高点。乐视网是视频网站行业全球首家IPO上市公司,也是中国A股最早上市的视频公司。在国内视频网站普遍亏损的情况下,乐视网的“账面”显示连续9年盈利。乐视网以其“平台+内容+终端+应用”的商业模式打造了独特的四位一体的新型全产业链生态系统。其以网络广告、版权分销、收费视频、移动终端四个板块组成的盈利模式打破了传统盈利模式。因此本文以乐视网为研究对象,首先利用财务杠杆、运营效率、盈利能力、成长性对乐视网盈利模式做了整体财务评价,挖掘乐视网盈利模式存在的问题以及连续盈利背后的一些原因;其次,利用主营业务收入、毛利率、关键指标对乐视网盈利模式进行了解剖分析。通过分析主营业务收入的构成,得出乐视盈利的主要盈利点;通过对盈利模式中各盈利点盈利水平的分析,找出乐视网盈利模式中的高利润点和高收入点,以及影响乐视网形成收入和获取利润的因素;同时,通过分析乐视网的关键指标,找出驱使乐视网形成现有盈利模式的关键因素;最后再结合SWOT分析法对乐视网盈利模式进行了全方位分析,得出该模式的竞争优势,以及运营和盈利方面的困境。故此针对乐视网现有盈利模式下存在的问题和潜在的风险提出对策和建议。
[Abstract]:With the rapid development of the Internet, network media is also developing rapidly.Previously, "newspaper, radio, television" was called the "three media", these three media are the main source of information.Now, because of the convenience of the network, people prefer to get resources from the network.The emergence of network media changes people's behavior habits, and the change of people's behavior habits in turn makes network media grow stronger.The competition of network media industry is becoming more and more intense, each network video enterprise is making every effort to build its own characteristic, strive to seize the commanding point of the important development opportunity in the future.Letv is the first IPO listed company in the video website industry and the earliest listed video company in China.In the domestic video site losses, Letv's "book" shows 9 consecutive years of profit.Letv net with its "platform content terminal application" business model to create a unique four-in-one new industrial chain ecosystem.It breaks the traditional profit model by the network advertisement, the copyright distribution, the charge video, the mobile terminal.Therefore, this paper takes Letv net as the research object, first of all, using financial leverage, operation efficiency, profitability, growth to do the overall financial evaluation of the profit model of Letv net.This paper explores the problems existing in Letv net profit model and some reasons behind continuous profit. Secondly, the profit model of Letv net is dissected and analyzed by using the main business income, gross profit margin and key indexes.By analyzing the composition of the main business income, the main profit points of Letv are obtained, and by analyzing the profit level of each profit point in the profit model, we find out the high profit point and the high income point in the profit model of Letv net.At the same time, by analyzing the key indexes of Letv net, we find out the key factors that drive the formation of the existing profit model.Finally, combined with SWOT analysis, the profit model of Letv net is analyzed in all directions, and the competitive advantage of the model, as well as the dilemma of operation and profit are obtained.Therefore, this paper puts forward countermeasures and suggestions on the existing problems and potential risks under the current profit model of Letv.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F275;F49

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