Research On The Profit Model Of Douyu Live From The Perspective Of Value Chain

In recent years,with the continuous development of Internet technology,Internet live streaming has gradually become a part of people’s lives,a large number of Internet live streaming platforms have emerged,the number of users in the Internet live streaming industry has soared,and the Internet live streaming industry has become one of the fastest growing industries in China.Internet live broadcast plays an increasingly important role in spreading scientific and cultural knowledge and enriching people’s spiritual and cultural life,and in recent years,especially since the outbreak of the epidemic,the government has also taken a number of measures to promote the development of Internet live broadcast enterprises.However,the dramatic rise in the number of Internet live streaming platforms has also led to increased competition in the industry,and many Internet live streaming enterprises are facing the dilemma of how to achieve sustainable and healthy development,and the profit model of Internet live streaming enterprises is receiving more and more attention from scholars.This paper selects the domestic Internet live streaming platform Douyu Live as the case study object.Firstly,the concept of value chain and profit model and related theories are outlined to set the foundation for the subsequent analysis.Secondly,by combing the value chain of Douyu Live,we form an internal,vertical and horizontal three-dimensional analysis framework.From the relationship between the value chain and the profit model,we analyze the components of the profit model,i.e.,profit object,profit point,profit source,profit lever and profit barrier,and summarize the characteristics of Douyu Live’s profit model.Subsequently,the financial performance of Douyu Live’s profitability model is evaluated from four aspects: profitability,operating capacity,solvency,and development capacity.Finally,combining qualitative analysis and quantitative evaluation,based on the value chain perspective,it is pointed out that the profitability model of Douyu Live has problems and causes such as high operating costs,a single operating income model,homogenization of live content,vulgar content in some live broadcast rooms,increased risk of policy violations,greater regulatory risk,and lack of audience pop-up etiquette,and then targeted to reduce operating costs,develop diversified profit models In addition,we propose to reduce operating costs,develop diversified profit models,create live features,diversify platform content,maintain the core of the value chain,strengthen live management,construct platform culture,create a good pop-up culture and other optimization suggestions,in order to provide innovative ideas for the existing development dilemma of Douyu live,and provide reference for other enterprises in the live industry,in order to help the sustainable and healthy development of the online live industry.