Research On The Profit Model Of Zhongwen Zaixian Company In The Context Of “Generation Z”

Books are the carrier of civilization transmission,bearing the accumulation of civilization of the Chinese nation for 5,000 years and indispensable spiritual food.From obscurity and barbarism to modern civilization,from simple documents to digital reading,what remains unchanged is the continuous progress of human beings stepping on books,and what keeps evolving is the expression of books.Although digital reading lacks the fragrance of refreshing ink,but also a great benefit.Digital reading has created a new non-paper reading medium,which is not only rich in content,but also convenient and quick to access,and more importantly,it does not require printing and cutting down trees,which is resource-saving and environmentally friendly and economical,in line with China’s current environmental protection philosophy.However,as one of the leading digital reading companies in China,COL has posted a net loss of more than 2.5billion yuan since its listing in 2015,so it is necessary to optimize its existing profit model in order to improve the loss status of COL.Based on the background of "Generation Z" and conceptual theory,the literature research method and case analysis method are used to carry out research,starting from the profit model of COL,analyzing the characteristics of their profit models,and pointing out the elements of the current profit model of COL from five aspects: profit point,profit source,profit object,profit leverage and profit barrier.Using the financial ratio analysis method and entropy weight method,the financial indicators of COL in the past five years were analyzed horizontally and vertically,the problems in their profit model were found,and reasonable suggestions were put forward in a targeted manner,in order to promote the profit model and operating effect of COL,help COL improve their comprehensive strength,and build a reasonable profit model for the entire digital reading industry in the current rapid development stage,and then promote the long-term development of the entire industry.