本文選題：樂視網(wǎng)　切入點：盈利模式　出處：《西安理工大學(xué)》2017年碩士論文

【摘要】：近年來,在互聯(lián)網(wǎng)技術(shù)的推進下,我國的在線視頻行業(yè)發(fā)展勢頭迅猛。網(wǎng)絡(luò)視頻業(yè)因其海量的視頻內(nèi)容和靈活的觀看方式等優(yōu)勢,受到更多用戶的喜愛。尤其對年輕的消費者群體而言,網(wǎng)絡(luò)視頻業(yè)務(wù)已經(jīng)成為消費的主流,這是互聯(lián)網(wǎng)的發(fā)展趨勢所在。在這樣的市場環(huán)境下,對于網(wǎng)絡(luò)視頻企業(yè)該如何抓住市場機遇,發(fā)揮自身競爭優(yōu)勢,取得行業(yè)領(lǐng)頭羊地位,是一個值得關(guān)注的問題。本文以中國互聯(lián)網(wǎng)視頻行業(yè)的領(lǐng)軍企業(yè)樂視公司為例,以財務(wù)評價為視角探討其盈利模式,期望在建立和完善企業(yè)盈利模式的方面,為樂視公司以及其他網(wǎng)絡(luò)視頻企業(yè)提供有效建議。本文主要運用到了文獻分析法和案例分析法,在此基礎(chǔ)上,首先,文章對研究背景、目的、意義及國內(nèi)外文獻綜述進行介紹,并簡要的概括了盈利模式的定義、構(gòu)成要素、財務(wù)評價等相關(guān)理論基礎(chǔ)知識。其次,對我國網(wǎng)絡(luò)視頻行業(yè)的現(xiàn)狀進行了簡要介紹,分析該行業(yè)產(chǎn)業(yè)價值鏈及重要的盈利來源。再次,介紹了樂視公司的基本情況和產(chǎn)業(yè)鏈生態(tài)系統(tǒng),依據(jù)盈利模式的構(gòu)成要素分析樂視公司的盈利模式。然后,選取了樂視公司多年的年報財務(wù)數(shù)據(jù),分析其各項財務(wù)指標和財務(wù)風(fēng)險,立足于財務(wù)視角來對其盈利模式進行評價。最終,討論樂視公司當前所采用的盈利模式所具有的前景以及優(yōu)化潛力,并總結(jié)其盈利模式對其他網(wǎng)絡(luò)視頻企業(yè)的啟示和建議。在研究樂視網(wǎng)的盈利模式為基礎(chǔ)上,充分吸收相關(guān)理論以及研究方法,結(jié)合樂視網(wǎng)盈利模式下的具體財務(wù)表現(xiàn)進行研究與分析,用數(shù)據(jù)說明其盈利模式所能夠達成的效果,之后再概括其成功經(jīng)驗以及可能會出現(xiàn)的風(fēng)險,針對此類問題提出建議。筆者認為,樂視的成功在于打造了“平臺+內(nèi)容+終端+應(yīng)用”的產(chǎn)業(yè)鏈盈利模式,堅持內(nèi)容差異化和終端硬件產(chǎn)品研發(fā)創(chuàng)新戰(zhàn)略,以保持其競爭優(yōu)勢,提高公司核心競爭力。
[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.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F275;F49

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本文編號：1655096