| When the Internet was popularized,China's online video industry began to flourish along with its progress,and the user group was also gradually expanding.By 2021,89.2percent of the total number of Internet users were online video users.At present,it is very a significant phenomenon that China's Internet media enterprises through the network video advertising to introduce funds,and the main profit channel of these enterprises is the member recharge.However,these two methods are still not equal to the demand for capital in copyright and bandwidth,which means that quite a number of Internet media companies continue to lose money.The first three video apps,i Qiyi&Youku &Tencent Video,posted losses of more than 20 billion yuan in 2019.For the new media industry,integrating the industry chain,integrating the whole industry chain and improving the added value of the industry chain has become the current situation.This paper combines literature research method and case analysis method to explore the impact on the new media industry when the integration of the whole industry chain is implemented,and how to improve profits and enhance the overall competitiveness.Firstly,according to the existing research results and Mango Excellent Media,this paper summarizes the literature of domestic and foreign scholars on enterprise performance,whole industry chain strategy and the impact of whole industry chain strategy on enterprise performance,and explains the reasons for choosing this research topic,as well as its theoretical and practical significance.Secondly,through the analysis of the current situation and problems of the new media industry,the whole industry chain strategy of Mango Excellent Media is introduced and its implementation motivation and process are referenced.Thirdly,collected the operation and financial data of Mango Excellent Media from 2015 to 2019,and made use of the Du Pont analysis method of EVA.Analyze the effect of its financial implementation under Mango Excellent Media's whole industry chain strategy from three aspects of profitability,debt paying and operation ability.At the same time,the moat model was introduced to analyze the four dimensions of Mango Excellent Media's non-financial performance,which are strong network effect,brand advantage,unique resources and brand culture.Finally,this case draws the following conclusions: 1.Mango Excellent Media's core competitiveness and enterprise performance are significantly improved under the effect of the integration of the whole industry chain.2.Low transaction cost and high writing efficiency have become the whole industrial chain characteristic of Mango.The new media industry has the following enlightenment: 1.Carefully choose the M&A target that can help the long-term development of enterprises,so as to achieve the strategic goal of M&A.2.Enhance the synergistic effect through merger and reorganization,so as to achieve the purpose of making the enterprise operate more efficiently.3.Integrate high-quality resources to create a unique industrial chain,strengthen the carrying capacity of corporate culture,improve tolerance,and promote the joint efforts of all.4.Building a corporate culture of the entire industry chain.5.It is an unshirkable responsibility for the new media industry to adhere to the principle of "stick to the strategy",control the quality of content and correctly guide the values of young people.The analysis and study made by this paper on the case of Mango Excellent Media can give a panoramic view of the development status of the new media,that is,the Internet video industry.It can demonstrate the effectiveness of the integration practice of the whole industry chain through the comparison of the performance before and after the integration,so as to provide experience and reference for the development of other new media companies. |
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