本文選題：互聯(lián)網(wǎng)　切入點(diǎn)：樂(lè)視生態(tài)　出處：《中國(guó)財(cái)政科學(xué)研究院》2017年碩士論文

【摘要】：在互聯(lián)網(wǎng)行業(yè)競(jìng)爭(zhēng)愈發(fā)激烈的今天,各家網(wǎng)絡(luò)視頻企業(yè)都在力爭(zhēng)全方位的發(fā)展。隨著三網(wǎng)合一、4G網(wǎng)絡(luò)的普及、多屏聯(lián)動(dòng)等因素的推動(dòng),當(dāng)今視頻網(wǎng)站之間的競(jìng)爭(zhēng)已不僅僅是內(nèi)容版權(quán)之爭(zhēng),而是要多元化發(fā)展以搶占市場(chǎng)�！盎ヂ�(lián)網(wǎng)+”戰(zhàn)略為我國(guó)高速發(fā)展的互聯(lián)網(wǎng)行業(yè)指引了方向,互聯(lián)網(wǎng)行業(yè)擁有獨(dú)特的盈利模式和特定的企業(yè)戰(zhàn)略定位,而盈利模式的正確與否決定著公司未來(lái)的發(fā)展。我國(guó)的互聯(lián)網(wǎng)公司正逐漸意識(shí)到,企業(yè)若要實(shí)現(xiàn)持久穩(wěn)定的盈利,必須得找到一個(gè)適合自身的盈利模式,對(duì)客戶價(jià)值、收入來(lái)源、客戶范圍、經(jīng)營(yíng)活動(dòng)、盈利能力和可持續(xù)性等進(jìn)行正確的定位。在這種背景下,對(duì)互聯(lián)網(wǎng)視頻公司盈利模式進(jìn)行研究將對(duì)整個(gè)互聯(lián)網(wǎng)行業(yè)的發(fā)展具有重要的指導(dǎo)意義。本文選擇以互聯(lián)網(wǎng)視頻起家的公司——樂(lè)視網(wǎng)進(jìn)行案例分析。樂(lè)視網(wǎng)獨(dú)創(chuàng)“平臺(tái)+內(nèi)容+終端+應(yīng)用”四位一體的產(chǎn)業(yè)鏈垂直整合戰(zhàn)略,顛覆了傳統(tǒng)的盈利模式。在文中主體部分,首先對(duì)樂(lè)視網(wǎng)多元化、外延式擴(kuò)張的生態(tài)型盈利模式進(jìn)行了整體分析,然后對(duì)最具特色的終端產(chǎn)品盈利模式進(jìn)行了具體分析,總結(jié)了該盈利模式整體的優(yōu)勢(shì)和劣勢(shì),并針對(duì)其劣勢(shì)提出了減少版權(quán)購(gòu)買(mǎi)支出、減緩?fù)庋邮綌U(kuò)張、保持合理負(fù)責(zé)比率和充足現(xiàn)金流、加強(qiáng)盈利模式可持續(xù)性的改進(jìn)建議。同時(shí),通過(guò)對(duì)樂(lè)視網(wǎng)盈利模式的案例研究,得出應(yīng)適當(dāng)轉(zhuǎn)變戰(zhàn)略目標(biāo)、發(fā)揮自身優(yōu)勢(shì)、開(kāi)展廣泛合作、拓展利潤(rùn)點(diǎn)、整合線上線下資源、尋找適合自身的盈利模式、防范經(jīng)營(yíng)風(fēng)險(xiǎn)等對(duì)其他同類型互聯(lián)網(wǎng)公司盈利模式的啟示,為互聯(lián)網(wǎng)行業(yè)的持續(xù)發(fā)展提出切實(shí)可行的建議。
[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.
【學(xué)位授予單位】：中國(guó)財(cái)政科學(xué)研究院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49;F275

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