乐视网盈利模式研究

发布时间：2018-04-05 10:10

本文选题：互联网　切入点：乐视生态　出处：《中国财政科学研究院》2017年硕士论文

【摘要】：在互联网行业竞争愈发激烈的今天,各家网络视频企业都在力争全方位的发展。随着三网合一、4G网络的普及、多屏联动等因素的推动,当今视频网站之间的竞争已不仅仅是内容版权之争,而是要多元化发展以抢占市场。“互联网+”战略为我国高速发展的互联网行业指引了方向,互联网行业拥有独特的盈利模式和特定的企业战略定位,而盈利模式的正确与否决定着公司未来的发展。我国的互联网公司正逐渐意识到,企业若要实现持久稳定的盈利,必须得找到一个适合自身的盈利模式,对客户价值、收入来源、客户范围、经营活动、盈利能力和可持续性等进行正确的定位。在这种背景下,对互联网视频公司盈利模式进行研究将对整个互联网行业的发展具有重要的指导意义。本文选择以互联网视频起家的公司——乐视网进行案例分析。乐视网独创“平台+内容+终端+应用”四位一体的产业链垂直整合战略,颠覆了传统的盈利模式。在文中主体部分,首先对乐视网多元化、外延式扩张的生态型盈利模式进行了整体分析,然后对最具特色的终端产品盈利模式进行了具体分析,总结了该盈利模式整体的优势和劣势,并针对其劣势提出了减少版权购买支出、减缓外延式扩张、保持合理负责比率和充足现金流、加强盈利模式可持续性的改进建议。同时,通过对乐视网盈利模式的案例研究,得出应适当转变战略目标、发挥自身优势、开展广泛合作、拓展利润点、整合线上线下资源、寻找适合自身的盈利模式、防范经营风险等对其他同类型互联网公司盈利模式的启示,为互联网行业的持续发展提出切实可行的建议。
[Abstract]:In the Internet industry increasingly fierce competition today, each network video enterprises are striving for all-round development.With the popularization of 4G network and the promotion of multi-screen linkage, the competition among video websites is not only about content copyright, but also about diversification to seize the market.The strategy of "Internet" guides the rapid development of the Internet industry in China. The Internet industry has a unique profit model and a specific strategic positioning of the enterprise, and whether the profit model is correct or not determines the future development of the company.The Internet companies in our country are gradually realizing that if they want to achieve lasting and stable profits, they must find a profit model suitable for themselves, which is suitable for their customers' value, source of income, customer scope, and business activities.Profitability and sustainability are properly positioned.In this context, the study of the profit model of Internet video companies will be of great significance to the development of the entire Internet industry.This article chooses to start with the Internet video company-Letv net carries on the case analysis.Letv original "platform content terminal application" four-in-one vertical integration strategy of industrial chain, subvert the traditional profit model.In the main part of the paper, firstly, the ecotypic profit model of Letv network diversification and extension expansion is analyzed as a whole, and then the most characteristic end product profit model is analyzed concretely.This paper summarizes the advantages and disadvantages of the profit model, and puts forward some suggestions to reduce the expense of copyright purchase, slow down the extension expansion, keep the reasonable responsibility ratio and sufficient cash flow, and strengthen the sustainability of the profit model.At the same time, through the case study of the profit model of Letv net, we draw the conclusion that we should change the strategic goal appropriately, give play to our own advantages, carry out extensive cooperation, expand the profit point, integrate the online and offline resources, and find a profit model suitable for ourselves.Taking precautions against the risk of operation can enlighten the profit model of other Internet companies of the same type, and put forward practical suggestions for the sustainable development of the Internet industry.
【学位授予单位】：中国财政科学研究院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F275

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