A Research Of Asset-light Business Profit Model

In the background of media consolidation and the fusion of telecom network, broadcasting television network and the Internet, online video become more and more popular,for its rich and varied content and flexible form. Especially for the younger consumer groups, the network video business has become the main stream of consumption. It has become the development trend of the Internet. Under this background, how to seize the opportunity to achieve a dominant position in this area has become a concern for the video site. Under the guidance of maximizing the value, companies take full advantage of long-term accumulation asset-light, and leverage and integrate the internal and external resources with minimal investment, then creat a unique competitive business advantages and characteristics. This enterprise value profit model is called asset-light profit model.With the increasingly fierce competition, traditional network video business development model has been unable to lead the company to continue to develop, the innovation of the mode is imperative. As a late start online video business, LeTV is the first company which begin to profit and the first a-share listed company. However, from the point of network traffic and user scale, the ranking of LeTV in industry is not high. This unique phenomenon has attracted widespread attention in the industry and academia. People believe that the rapid development of Le TV is inseparable from the unique profit model of its assets.Based on the study of LeTV's asset-light profit model, and fully absorbed in theory and research methods, this paper study and analyze the specific financial performance of LeTV's asset-light profit model, and describe the practical effect, then summarize the successful experience and existing risks, finally make recommendations to Le TV. Through analysis, LeTV is creating a "platform + content + terminal + application" vertical industry chain model, researching and developing product to enhance the company's core competitiveness, adhereing to the differentiation content strategy to maintain its competitive advantage and innovating business models. These make LeTV a success. LeTV carries the risk of various aspects, we conduct a simple analysis of the following four aspects: content limit risk, financial risk, terminal sales risk, overseas business risk. At the end of this paper, there are some suggestions. Enterprises should closely follow the national policy to achieve operational security, focus on improving their design innovation to enhance their brand influence, strengthen the management of accounts receivable to reduce business risk, guard against the risk of intangible assets to improve their efficiency, strengthen cost control to improve profitability, broaden the financing channels to reduce financing costs, strengthen the construction industry chain to enhance the core competitiveness of enterprises, strengthen the platform to meet customer demand, pay attention to the underline market to broaden sales channels.In this paper, the study aims to provide reference and enlightenment on how to optimize and improve the Internet video enterprise profit model so that they can break the bottleneck in the development, opening up new development path, maintain competitive advantage in the fierce competition.