Research On Profit Model And Financial Evaluation Of Sina Micro-blog

The field of micro-blog in China has entered the stage of rationaldevelopment and try to profit after experienced a high speed development period inthese years,all the companies in this field has realized it is very important to establishtheir own profit model that suit their own company,by doing this,they can make thecompany developed lasting and stable.Therefore, the study on the profit mode inmicro-blog field is more and more grabbed people’s attention.The Sina micro-blogis the first Micro-blog that established by a Comprehensive Website in china,now, thesina Micro-blog has the best development and most users, the develop of SinaMicro-blog could on behalf of the micro-blog industry development process in Chinain a certain extent, so study of sina micro-blog profit model can provide abetter model for the whole micro-blog field in China.This paper first presents the background, significance and researchideas, methods of the research,and then based on reviewing and absorbing of theexisting profit model theoretical results, briefly introduced the original,definition andthe classification of the profit model.Then the article briefly introduced the history and current development of thefield of micro-blog,then use the methods of combined normative research and casestudies,researched Sina Micro-blog’s profit model with theories of profit model andcertain financial ratio.and then take Sina-Micro blog as an example, first analyzed theprofit point based on advertising and value-added services, the profits objects majorityin businesses and coin members, the profit leverage based on micro-interview andmicro-bar,the profit barriers base on Sina Comprehensive website,and sort out the linkof the various elements of the profit model.Based on this analyzed the tendency oftotal income, the proportion of total revenue, the cost share of total revenue and someother indicators according the company’s quarterly report from20134thquarter to20143thquarter.After this provides some suggestions for optimizing its profit model. At last, the paper drew the conclusion that the precondition of Micro-blogsustainable development is finding their own profit model. In the process ofoptimizing it’s profit model, we can think about these aspects such as strengthenthe professional service,met customer’s diverse demands, dig new profit points, so asto achieve the goal that optimize the whole micro blog profit model.