Compare Research On The Business Model Of Letv And Mango TV

In recent years,the new media including video has made a great leap forward.The business-mode becomes increasingly mature after suffering loss in a period.The two typical business modes have been shaped with LETV and Mango TV as the representatives.LETV has built the business mode of the whole industry chain featuring"platform+contents+application+terminal" while Mango TV has carried out the TV play monopoly strategy to shape the distinctive business mode based on the high-quality contents of Hunan TV.Both two respectively symbolize the business modes of Internet-based video website and broadcasting-based video website.The core elements of business mode include positioning,the key resources and profit pattern.Though LETV and Mango TV have common ground in these elements,there are obvious differences between them.In terms of positioning,both two are targeted for the young users and focus on developing the video contents.However,LETV tends towards the middle-and-high-end group and develops its products and service with"platform" as its core in individual nodes of the vertical industry chain while Mango TV are inclined for the students and the female group and horizontally devotes itself to "Multi-screen" with "contents" as its core;In terms of the key resources,both two have advantages in the contents and channel resources,but LETV enjoys a large number of content copyrights and have wide channel to cooperate and Mango TV has numerous high-quality content resources and advantageous channels,meanwhile,about the technological resources,LETV in the mature stage outweighs Mango TV in the primary stage;In terms of profit pattern,although both two focus on their investment in the contents and their advertising revenues play an insignificant role,for LETV,the content costs and the terminal hardware research and development costs are expensive,for Mango TV,the investment in the broadband costs occupies absolute proportion.The diversified income patterns surface in LETV while Mango TV is supported by the advertising revenues.Although there are insignificant differences in the business modes between LETV and Mango TV,in view of Internet-based video website and broadcasting-based video website,the development of both two business modes is supported by their contents and they scramble for the users and market with the high-quality contents in the present stage.As Mobile Internet advanced by leaps and bounds in the future,the new media including video will enter the era of "+" and the business mode will be shifted from the content pattern to the platform pattern.