Research On The Profit Model Of Huya Live From The Perspective Of Value Chain

In recent years,with the progress and development of science and technology,the Internet has gradually penetrated into all aspects of social life,greatly changing the way of life of the public.As an emerging social method,live broadcasting has become one of the most influential Internet models.Although the live streaming platform was born not long ago,it has gone through multiple stages such as starting,breaking out,stabilizing,and adjusting,facing the dilemma of how to achieve sustainable and healthy development.Profit is the foundation of a company's sustainable and healthy development,and its profit model determines its profitability,so the profit model of the live streaming platform has become the focus of attention.At the same time,the value chain is the prerequisite and foundation of the profit model,and the profit model is the embodiment and guarantee of the value chain,which are the two sides of corporate value creation.Therefore,a comprehensive and in-depth exploration of the profit model of the live streaming platform based on the value chain perspective,penetrating the core of value creation throughout the entire research,has certain practical significance for enriching the research on value chain and profit model.This article selects the first domestic listed live streaming platform Huya Live as the case study object.Firstly,it summarizes the concept of live broadcasting,and the concept and related theories of value chain and profit model,to lay the foundation for subsequent analysis.Secondly,it forms an internal,vertical and horizontal threedimensional analysis framework through combing the value chain of Huya Live and analyzes the components of the profit model,namely profit targets,profit points,profit sources,profit leverage and profit barriers,starting from the relationship between the value chain and the profit model,to summarize the characteristics of Huya Live's profit model.Subsequently,it evaluates the financial performance of Huya Live's profit model from the five aspects of debt solvency,operating ability,profitability,development ability and cash flow.Finally,combining qualitative analysis and quantitative evaluation,based on the perspective of internal,vertical and horizontal value chains,it points out the problems in Huya Live's profit model such as lack of competitiveness in services and low conversion of paying users,and makes targeted optimization suggestions such as improving the user's personal experience and creating a live broadcasting social system.It is hoped that it can provide innovative ideas for the existing development dilemma of Huya Live,and provide reference for other companies in the same industry,to help the continuous and healthy development of the webcast industry.