Research On BL Company’s Profit Model Based On Financial Analysis

With the development of Internet technology,the competition of online video industry in China has entered a white hot stage.Major video websites constantly seek new breakthrough,in order to strive for greater market share for themselves.According to the statistical report on the development of China Internet issued by China Internet Center（CNNIC）in february2021,the scale of online video users in China has reached 989million by December 2020,of which,the scale of Pan binary users in China has reached 360million.Based on this,many video websites have entered the secondary industry.In order to meet the personalized needs of users,the urgent task of these enterprises is to build a new profit model to adapt to the development of new economic situation.This paper uses the methods of literature analysis,case study and comparative analysis to systematically sort out the research results of domestic and foreign scholars on profit model and its components.Secondly,based on the theoretical framework of profit model,this paper takes BL company,the leader of the secondary video website as the research object,and focuses on its profit model,respectively expounds the specific situation of various profit factors,and selects two companies in the same industry,such as iqiyi and Hulu,and analyzes and compares the profit model framework of the three companies.Finally,BL company 2016-The financial data of 2020 will analyze the four capabilities of the company.The author finds that the profit model of BL company has the advantages of:the types of user creation content are constantly rich;The structure of profit source is more balanced;The number of profit objects increased significantly;The potential of E-Competition business development is great;The industrial chain is more perfect.The disadvantages are:the risk of self-control content being regulated;The scope of profit target is narrow;Net profit continued to lose;Insufficient technical investment.The reasons for the problems are:the freedom of the user’s content creation;BL company supervision is not in place;The sense of ambience of the secondary community is very strong;BL company has too high transformation cost;The sales cost is too high.Finally,based on the successful experience of iqiyi,Hulu and mango TV,the paper puts forward some suggestions for improvement of BL company’s profit model.