乐视网盈利模式及其财务评价研究

发布时间：2018-03-23 20:38

本文选题：乐视网　切入点：盈利模式　出处：《西安理工大学》2017年硕士论文

【摘要】：近年来,在互联网技术的推进下,我国的在线视频行业发展势头迅猛。网络视频业因其海量的视频内容和灵活的观看方式等优势,受到更多用户的喜爱。尤其对年轻的消费者群体而言,网络视频业务已经成为消费的主流,这是互联网的发展趋势所在。在这样的市场环境下,对于网络视频企业该如何抓住市场机遇,发挥自身竞争优势,取得行业领头羊地位,是一个值得关注的问题。本文以中国互联网视频行业的领军企业乐视公司为例,以财务评价为视角探讨其盈利模式,期望在建立和完善企业盈利模式的方面,为乐视公司以及其他网络视频企业提供有效建议。本文主要运用到了文献分析法和案例分析法,在此基础上,首先,文章对研究背景、目的、意义及国内外文献综述进行介绍,并简要的概括了盈利模式的定义、构成要素、财务评价等相关理论基础知识。其次,对我国网络视频行业的现状进行了简要介绍,分析该行业产业价值链及重要的盈利来源。再次,介绍了乐视公司的基本情况和产业链生态系统,依据盈利模式的构成要素分析乐视公司的盈利模式。然后,选取了乐视公司多年的年报财务数据,分析其各项财务指标和财务风险,立足于财务视角来对其盈利模式进行评价。最终,讨论乐视公司当前所采用的盈利模式所具有的前景以及优化潜力,并总结其盈利模式对其他网络视频企业的启示和建议。在研究乐视网的盈利模式为基础上,充分吸收相关理论以及研究方法,结合乐视网盈利模式下的具体财务表现进行研究与分析,用数据说明其盈利模式所能够达成的效果,之后再概括其成功经验以及可能会出现的风险,针对此类问题提出建议。笔者认为,乐视的成功在于打造了“平台+内容+终端+应用”的产业链盈利模式,坚持内容差异化和终端硬件产品研发创新战略,以保持其竞争优势,提高公司核心竞争力。
[Abstract]:In recent years, with the advance of Internet technology, China's online video industry is developing rapidly. Being loved by more users. Especially for the young consumers, the Internet video business has become the mainstream of consumption, which is the development trend of the Internet. In such a market environment, How to seize the market opportunity, give full play to their competitive advantage and gain the leading position in the industry is a problem worthy of attention. This paper takes Letv Corporation, the leading company of China's Internet video industry, as an example. This paper discusses its profit model from the perspective of financial evaluation, and expects to provide effective suggestions for Letv Company and other network video companies in establishing and perfecting the profit model of enterprises. This paper mainly applies the literature analysis method and the case analysis method. On this basis, firstly, the paper introduces the research background, purpose, significance and literature review at home and abroad, and briefly summarizes the definition of profit model, constituent elements, financial evaluation and other relevant theoretical basic knowledge. This paper briefly introduces the present situation of network video industry in China, analyzes the industry value chain and important profit source of this industry. Thirdly, it introduces the basic situation of Letv Company and the ecosystem of industry chain. According to the constituent elements of profit model, this paper analyzes the profit model of Letv Company. Then, it selects the annual financial data of Letv Company for many years, and analyzes its various financial indexes and financial risks. Finally, to discuss the prospects and optimization potential of the profit model currently adopted by Letv Company. And summarizes its profit model to other network video enterprises enlightenment and suggestion. On the basis of studying the profit model of Letv net, fully absorb the relevant theories and research methods. Combined with the specific financial performance of Letv net profit model to research and analysis, using data to illustrate its profit model can achieve the effect, and then summarize its successful experience and possible risks, The author thinks that Letv's success lies in creating the profit model of "platform content terminal application" industry chain, insisting on content differentiation and innovation strategy of terminal hardware product research and development. To maintain its competitive advantage, improve the core competitiveness of the company.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F275;F49

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