A Study On The Profit Model Of We-media Short-video

The short-video we-media is a form of new-media which emerging in recent years.Since its inception,relying on its characteristics such as quick spread speed,strong social attributes and high degree of information fragmentation,it has changed the way of traditional information dissemination and has aroused widespread concern and discussion in society.It has also become one of the hottest topics in the academic world.In mobile Internet era,the short-video we-media has enriched people's entertainment and social life,moreover,its huge commercial value is also gradually emerging.Short-videos such as Yitiao have achieved remarkable results in commercial realization.However,there are few related studies on short-video we-media's profit model in our country.For this reason,this paper uses literature survey method to expound the concept,communication characteristics,development opportunities,theoretical support of its commercial value and sum up the general profit model of short-video we-media.This paper also uses case study method to analyse Yitiao's development advantages under 5W theory from the perspective of communication science and reorganize its value chain.From all above,the author provide some sustainable suggestions for the problems which are found in profit model's elements and value chain.This paper mainly concludes six sections:the first section presents the background,significance,methods and innovations of this study and concludes previous research both here and abroad.The second section is about the relevant theoretical framework of short-video we-media and profit model.Including the conept,spread characteristics,development opportunities,and theoretical support of short-video's commercial value.The third section summarizes the general profit model of short-video.The fourth section focuses on Yitiao's developing advantages and value chain,pointing out the problems of its profit model.In the next section,the author give some suggestions to solve the difficulties in Yitiao's profit model.The last section is the conclusion of the whole paper.The innovations firstly lie in the subject of this study.This paper selects the short-video,which is a hot issue in the Internet industry but has few theoretical research in academia.Of all of the short-video,this paper chooses a distinctive-developed shor-video Yitiao.Secondly,in terms of research content,this paper integrates profit model theory with value chain theory which were respectively submitted by Adrian J.Slywotzky and Michael E.Porter and combines with the existing successful cases in China in order to study the profit model of short-video from a rational perspective.In summary,this paper makes up for the lack of research on the short-video's profit model,and has a relatively better reference value for improving the profit model of short-video in China.Above all,the main conclusions of this paper are as follows:Firstly,the current short-video we-media build their profit model mainly from following six aspects:content,traffic,service,community,brand and platform.Secondly,Yitiao has arose relatively better profit factors and a value chain which contains content output,platform promotion and brand operation.Since the development of Yitiao is not sufficient right now,there are some problems in its profit factors and value chain.In view of the problems which appeared in Yitiao's profit model,the author believes that Yitiao should step up effort to exploit profit factors and consolidate the weak links in value chain.Specifically,for the improvement of the profit factors,Yitiao should tap the profit point,profit source,profit lever and profit barrier separately;for the optimization of the value chain,Yitiao should merge advertisements into content,achieve effective distribution and arrange the offline market.