| Internet enterprises are the protagonists in the network era.In recent years,the development of live network broadcasting based on the Internet has rapidly popularized and become a new profit model in the market economy.Based on the latest Internet live broadcasting technology,network live broadcasting platform provides a new media platform of interaction between live broadcasters and audience.With the upgrating of live broadcast platforms,their business types are constantly enriched.However,there are also many problems.Network live broadcasting is still in the chaotic stage of exploration.Network live broadcasting companies are facing many risks in different periods of its profit model development.At present,the research on profit model and risk management of enterprises have established a relatively complete theoretical system,but the theoretical research on the combination of the two is still relatively scarce.The network live broadcasting industry is a new industry with a relatively short development history.At present,the risk management of the industry’s profit model is seriously falling behind theoretical research and has not yet formed a theoretical system.Douyu TV,the leading enterprise in the network live broadcasting industry,has made steady profits since its establishment.In July 2018,it went to the United States to organize an IPO.This is a successful case of the development of the network live broadcasting industry.Studying its operation and management can be used for reference by other network live broadcasting companies in the industry.This paper first explains the research background and significance,reviews the relevant research on profit model and risk management by foreign and domestic scholars,then introduces the relevant concepts and theories of profit model and risk management,combines the case of risk management of profit model of different development stages of enterprises by Douyu TV,deeply analyses the implementation procedures of risk management in three stages.In terms of stable profit sources in the initial stage,this paper analyses three procedures: admission threshold,reward model and score system evaluation,credit rating and incentive mechanism,and evaluates the effectiveness of risk management from two aspects: absorbing high-quality users and high-quality anchors.In terms of expanding profit points during the development period,three procedures are studied: risk rating measurement,automatic identification system and penalty clause for breach of contract.The effectiveness of risk management is evaluated from two aspects: content systematization and system standardization.In the application of profit leverage in mature period,three paths are discussed: decomposing online peak flow,setting flow tolerance,establishing cooperation relationship with suppliers,and evaluating the effectiveness of risk management from two aspects: reducing operating costs and expanding business.Finally,through the analysis of the risk management procedures and evaluation results of Douyu TV profit model in different periods,this paper summarizes the risk management experience and matters in the development of Douyu TV profit model.Strengthen the assessment and accountability mechanism,develop diversified "green" live broadcasting mode,and establish business cooperation among industries are the important experiences of the network live broadcasting company in risk management of profit model in different periods.At the same time,we should also pay attention to strengthen the competitive resources of enterprises,especially the management and control of popular anchors,and clarify the legal responsibility in the process of cooperation between enterprises,anchors and customer groups.In addition,we should also pay attention to the improvement of the system’s privacy protection measures to provide guarantee for the follow-up healthy development of enterprises.Finally,we should broaden the cooperation between enterprises and e-commerce,and fully achieve the synergistic effect of diversified development. |
