Evaluation On The Effect Of Mango Super Media Profit Model Transformation

With the increasing popularity of the Internet,the new media industry has developed rapidly.At the same time,the state is also actively advocating the transformation and upgrading of traditional media companies to speed up the pace of integration of new and old media.Mango hypermedia,as a state-owned enterprise,actively responds to the call of the state to integrate new and old media.It is the only online video company in the industry that can make profits.In 2017,in order to better seize the opportunity of Internet development,the then happy buy company,with the support of Hunan Radio and television station,its actual controlling shareholder,changed its corporate profit model through merger and acquisition,and renamed mango super media after reorganization.The merger and reorganization of happy buy has a wide range and large scale.It acquired five companies including happy sunshine and new entertainment media at one time,and systematically integrated the subsidiaries of Hunan Radio and television station.Mango super media realized the transformation of the profit model through M & A: from the traditional single profit model to the whole industry chain profit model.Using the method of "five elements" of profit model,this paper makes a comparative analysis of two profit models of mango super media from five aspects: profit object,profit source,profit point,profit lever and profit barrier.It is found that mango hypermedia relies on Hunan Radio and television station to form profit objects and profit sources mainly for young women,enriches the profit points of enterprises,and conserves the profit leverage of enterprise content production by relying on the profit barrier of license and copyright.This paper uses strategic map as a value management tool to analyze and evaluate the effect of mango super media's profit model transformation strategy.Through the in-depth analysis of the four dimensions,it is found that the transformation of mango hypermedia profit model is relatively successful,which not only improves the value creation efficiency of the enterprise,but also has strong customer value transformation ability,as well as the content production ability and innovation ability.Mango super media's profit model of the whole industry chain provides a successful example for state-owned media companies to integrate new and old media,which is worth learning from.