| With the rapid development of the Internet,people are no longer satisfied with material needs,and their demand for spiritual and cultural values is also constantly increasing.Against this backdrop,China’s online video industry has developed rapidly and has gained some popularity among internet users.At present,although the online video industry has entered a stable development stage,there is a common problem of not being able to achieve profitability,even Company A,as an industry leader,is no exception.The continuous increase in operating revenue achieved by Company A every year indicates that the company has good revenue generating ability,but still cannot achieve profitability,indicating that there are certain deficiencies in Company A’s current profit model.Therefore,exploring a profit model suitable for the development of Company A is crucial,as it can improve the core competitiveness of the enterprise and provide new ideas for the development of the online video industry.In view of this,this article selects Company A as the research object to analyze and study its profit model.Firstly,the research ideas and methods of this article were proposed,and a brief introduction was given to the core competitiveness theory,synergy theory,and value creation theory applied in this article.In addition,a detailed review was conducted on the literature of domestic and foreign scholars on the definition of profit models,research on constituent elements,and innovation research in the online video industry.Secondly,based on the case study method,a brief overview of the basic information and development process of Company A was provided.Based on the five elements of the profit model,it was found that Company A regards video content as a profit point,member subscription services as the main source of profit,and paid users as the main target of profit.Activities related to business operations were carried out to enhance profit leverage,and a diversified ecological "apple orchard" was laid out as a profit barrier.Then,using the comparative analysis method,Company B,a representative enterprise in the same industry,was selected as the comparative enterprise.From the perspectives of profitability,debt paying ability,and operational ability,the comprehensive financial situation of Company A was analyzed,and the relevant financial analysis was conducted on the five elements of Company A’s profit source,profit point,profit object,profit leverage,and profit barrier one by one,During the analysis process,the existing problems of Company A’s profit model were reflected and targeted suggestions were proposed.Finally,summarize and sort out the profit model analysis of Company A,draw the research conclusions of this article,and finally propose the shortcomings and prospects of this article.This article analyzes the profit model of Company A and draws the following research conclusions: firstly,the high content cost caused by core profit points leads to an increase in the company’s operating revenue,but still unable to make ends meet;Secondly,the protection capacity of the profit barrier is insufficient,relying too much on member subscription services and online advertising services,and diversified new businesses have not yet stimulated the vitality of income generation;Thirdly,the growth of profit sources is weak,and both member subscription revenue and advertising revenue have fallen into growth bottlenecks.Based on the shortcomings of Company A’s profit model,the following targeted optimization suggestions are proposed: firstly,it is necessary to strengthen the control of investment funds in profit points,and gradually shift the investment focus from outsourcing content copyright to self-made content;Secondly,it is necessary to build a profit barrier supported by diversified businesses and deeply explore the value of existing products;Finally,stabilize the core profit source of the enterprise,improve the service quality of members,and innovate advertising forms. |
