优酷土豆视频网站商业模式的优化策略

发布时间：2018-03-26 14:26

本文选题：网络视频　切入点：虚拟社会经济学　出处：《云南财经大学》2016年硕士论文

【摘要】：国内互联网视频行业历经10年发展,无论是用户规模、内容规模还是市场规模上都已到达成熟阶段,但整个互联网视频行业却陷入了长期亏损的状况中,甚至出现了越投入、越亏损;不投入、亏更多的商业怪圈之中;从2012到2015年的三年间,以优酷、土豆为代表的众多互联网视频公司通过大量合并抱团,版权独播、巨资投入原创内容生产等方式,希望通过不同方法,实现企业的扭亏为盈,但根据财务报表显示:2014年,优酷亏损1.43亿美元;爱奇艺亏损1.36亿美元。搜狐虽未单独公布搜狐视频财务状况,但2014年,搜狐全年亏损1.71亿美元。国内众多研究互联网视频商业现象的文献中,直言该行业的商业模式不健全,并指出导致行业亏损的三大原因:盈利模式单一、用户忠诚度低、内容成本居高不下。但问题在于,究竟又是什么样的原因导致了整个行业都出现了同样的问题。本文选取了目前国内互联网视频行业中市场份额最大的网站优酷网作为研究对象,从行业层面、网站经营模式层面、财务指标层面加以分析,并最终回归到构建一个虚拟社会经济学的基础理论模型中,探究导致其长期亏损最根本的原因。通过研究发现,目前国内互联网视频行业的商业模型基本相同,都是依靠视频内容吸引用户聚集,产生规模效应,再将这种规模用户向广告主进行销售,网站最主要的收入来源就是广告收入;为了维系这种商业模式,网站不得不花费巨资进行优质内容的采购导致,竞争的加剧推高了内容采购的成本,但仅凭采购内容不足以形成用户对网站的忠诚,于是整套商业模型便陷入了持续的恶性循环。笔者通过对优酷网历年来的财务数据进行分析,发现从财务数据来看,优酷网的整体收入结构中,广告收入的占比超过行业平均水平,但成本支出也高于行业平均水平,仅内容成本一项便占据优酷网每年收入的近5成。如果仅从财务数据来看,高额的内容成本是导致优酷网长期亏损的原因,但如果进一步对优酷网所构建的虚拟社会动力学模型进行分析就会发现,导致优酷网出现长期亏损的根本原因并非单一的盈利模式、居高不下的内容成本这些问题,而是在网站底层的设计上,缺少了基于内容构建成员之间多样化联系的功能和意识,使得网站在后期的运营中,因为底层动力圈的缺失而导致网站难以对用户产生粘合,这直接导致了网站在商业模式和商业形态的演化上处处受限,不得不通过现金购买内容来维系用户对网站的留存,从而使得网站即便在获得足够多的广告收入情况下依旧长期处于亏损的状况。
[Abstract]:The domestic Internet video industry has experienced 10 years of development, both in terms of user size, content scale and market scale, but the whole Internet video industry has fallen into a situation of long-term loss, and even more investment has appeared. The more losses; the less investment, the loss of more business circles; from 2012 to 2015, many Internet video companies, represented by Youku and Tudou, through a large number of mergers and acquisitions, copyright alone, huge investment in the production of original content, and so on. He hopes to turn the company around in different ways, but according to the financial statements, Youku lost $143 million in 2014 and iqiyi lost $136 million. Sohu made a loss of US $171 million for the whole year. Among the numerous domestic literatures on the commercial phenomenon of Internet video, he frankly pointed out that the industry's business model was not sound, and pointed out three major reasons for the industry's losses: a single profit model and low user loyalty. The cost of content is high. But the problem is, After all, what causes the same problem in the whole industry. This paper selects Youku, which has the largest market share in the domestic Internet video industry, as the research object, from the industry level, Website management model level, financial index level is analyzed, and finally return to build a virtual social economics basic theoretical model, explore the most fundamental reasons leading to its long-term loss. At present, the commercial model of the domestic Internet video industry is basically the same, relying on video content to attract users to gather, produce scale effect, and then sell this kind of scale users to advertisers, the most important source of revenue for websites is advertising revenue; In order to maintain this business model, websites have to spend a lot of money on quality content procurement, and competition is increasing the cost of content procurement, but purchasing content alone is not enough to form users' loyalty to the site. So the whole business model got caught in a vicious circle. By analyzing Youku's financial data over the years, I found that from the financial data point of view, Youku's overall revenue structure, Advertising accounts for more than the industry average, but costs are also higher than the industry average. Content costs alone account for nearly 50 percent of Youku's annual revenue. The high cost of content is the cause of the long-term loss of Youku, but if we further analyze the virtual social dynamics model constructed by Youku, we will find that, The root cause of Youku's long-term loss is not a single profit model, high content cost, but a lack of the function and consciousness of building diverse connections among members based on content in the design of the bottom layer of the website. In the later operation of the website, because of the lack of the bottom power circle, it is difficult for the website to bond to the users, which directly leads to the limited evolution of the business model and the business form everywhere. Content has to be bought in cash to keep users alive, leaving the site at a loss for a long time even if it gets enough advertising revenue.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F49

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