Research On Profit Model Of Internet Live Broadcast Platform Enterprises

With the fast development of Internet technology,live Internet broadcasting has entered people's lives gradually,and a good deal of live internet broadcasting companies have emerged.Since 2016,many types of live broadcast platforms have emerged,China's Internet live broadcast user scale rapidly expanded.Internet live broadcast from the beginning of pan-entertainment live broadcast,game live broadcast,in recent years,to the emergence of the "live + " model,so that live broadcast has a broader space for development.With the advent of 5G technology,the future of live streaming is becoming more and more diverse.The 2020 outbreak of New Crown Pneumonia,so that "live + content" infiltration of our learning,life in all aspects,more groups and users to contact the live Internet.At the same time,the huge contrast of different Internet platforms causes scholars to think about the profit model of Internet live broadcast platform.This paper uses the case analysis method to take the Internet live broadcast Enterprise A company as the research object,on the basis of value chain theory and profit model component theory,combined with Company A's development strategy,business and its physical value chain and virtual value chain,this paper interprets Company A's profit model.And the five components of its profit model one by one analysis,in the evaluation of Company A's profit model,the use of financial indicators for longitudinal and horizontal comparative analysis,in order to evaluate Company A's profit model.By analyzing the advantages and potential improvement of Company A's profit model,this paper throws out some optimization suggestions for Company A's profit model.Through the research,this paper gets conclusions as following: First,in recent years,Internet live broadcast platforms have developed rapidly,although the industry has good prospects for development,but competition is getting fiercer,pursuing only rapid development without paying attention to platform quality will be eliminated sooner or later by the industry.Internet live broadcast enterprises should clarify their development goals and strategies,and form and improve a good profit model as soon as possible.Second,based on the systematic analysis of Company A's profit model,found Company A's profit model is based on the "comprehensive e-sports industry layout,technology-driven entertainment,diversified development,expand overseas"development strategy as the guidance,in order to "live exceptional services,advertising,games,multimodal transport,offshore platform etc.,on the basis of integration of the value chain to form the core competitive power,finally reach the operation mechanism of value creation.Third,on the basis of analysis of the existing profit model of Company A,this paper comes up with optimization suggestions as following: maintain the core link of the value chain and strengthen the management of live broadcasting.Horizontally expand the value chain to attract new customers.Develop new profit growth point,strengthen "live +".Strengthen the diversification of profit models.