Analysis Of The Profit Model Of Internet Video Platform

The rapid development of the Internet has given birth to the Internet video platform.At present,the Internet video platform has become an important platform for entertainment of the vast number of Internet users and an important way to spread mass culture.At present,China's Internet video industry is still in the stage of rapid development.From the perspective of the development process,China's Internet video originated in 2005 and has experienced several major changes.Each stage has experienced the development process from complete competition to leaving only a few giants.Up to now,several giants in the internet video industry are still in a stage of fierce competition.Although the industry is highly competitive and prosperous,each major video platform is in a dilemma of continuous loss.The development prospect of the Internet video industry is still unclear.The problems such as high copyright cost and single profit source have been puzzling all major video platforms.The whole industry still has a long way to go before it can achieve sustainable profit.Looking back on the existing research,due to the late emergence of internet video platforms,the development continues to be in the stage of complete competition.During the past decade or so,many platforms have appeared and quickly disappeared,and the entire industry lacks representative successful cases.The research in the industry is also mainly concentrated in recent years.The research direction is mainly focused on the media.The research and discussion on its profit model are neither enough nor targeted,and the research conclusions are relatively general.Therefore,through the methods of literature study and case study,this paper,on the basis of collecting a large amount of information about the internet video platform industry,summarizes the previous research methods and research conclusions,and combines with the development experience of Mango TV,which is a relatively successful platform at present,to summarize the major profit model and successful experience of this industry,and then summarize the problems and put forward suggestions for improvement.The purpose is to provide reference for other platforms in the industry.In this paper,the value creation theory and profit model element theory are used to analyze the innovation of Mango TV's profit model.Its profit elements are mainly reflected in Mango TV's powerful profit source,which is mainly a huge number of users.A unique profit point,which includes both the proprietary homemade copyright and the externally purchased copyright;The firm profit barrier is mainly composed of independent copyright and homemade variety.At the same time,Mango TV also maintains the advantages of the enterprise by building systematic content production,building a whole industry chain model and differentiated market positioning.These factors together play a role in shaping a successful mango TV.