Research On Profit Model Of Internet Enterprises

This article takes Tencent company as a case study,through literature analysis and case analysis,starting from the analysis of the evolution of the Tencent company start-up period,growth period and maturity period of three stages,and selected the financial data of listed Tencent company 2016,respectively from the Tencent company of the financial indicators,the Tencent company's main business and value-added services network advertising business of the study of financial performance and the relationship between the Tencent company's profit model and profit model.The study found that the Tencent profits mainly from three parts,one is the value-added services(Internet and mobile value-added services and telecommunications value-added services),the he second is the online advertising,the third is other business,other business including e-commerce.Tencent has experienced three kinds of profit model,which is the free communication platform profit model,one-stop online life platform profit model and open Internet Ecosystem with the evolution of the profit model,the financial data also show the corresponding changes.The initial stage of profit model for the Tencent made a solid foundation for the following sustainable development;Under the profit model of one-stop online life platform,the liquid assets in Tencent takes more of 75% of the total assets,through adequate cash reserves can not only protect the company's operating ability and anti risk ability,but also provides a powerful the economic support for the transition to open Internet Ecosystem profit model.In this period,the company's solvency,operating capacity,profitability and growth has shown superiority,occupy the industry leading position.Since Tencent entered the mature stage in 2010,it carried out a large number of acquisitions and investments in order to create an open Internet Ecosystem profit model,the asset structure of Tencent also has changed with the profit model changes,current assets and non current assets to total assets have also changed,the proportion of non current assets released year by year.The proportion of current assets decreased,e-commerce business consumes a lot of resources,but also makes the financial indicators of the company have varying degrees of decline.At the same time,from the data analysis of Tencent profit model development process and historical financial report,we can see the Tencent financial performance is significantly influenced by the profit pattern of progress and development,and financial performance was supporting the company's profit model's changes,and the changes can promote the financial performance and play a guiding role of global.In addition,according to the case study,this paper summarizes the inspiration of the case analysis to the Internet companies.The significance of this study lies in the hope that this study can make Internet companies to Tencent's profit model as a reference,with a comparison between Tencent and their own enterprises and learn from the experience about success of Tencent profit model.