| Internet technology has developed very rapidly in recent years,and live webcasting has gradually entered people’s field of vision.From YY live broadcast,the door of domestic live web broadcast has been opened,and the live web broadcast has gone through several years.Webcasting has gradually evolved from pan-entertainment live broadcast and game live broadcast at the beginning to the "live broadcast + e-commerce" in 2019 and the "live broadcast + content" mode during the new crown epidemic in 2020.The webcast platform has a large number of users,and has the characteristics of wide range,low threshold,and diversified content.However,at the same time,the huge contrast of different online live broadcast platforms presents a more urgent requirement for the current academic and industry research on the profitability model of the online platform.At present,there is still a problem that the academic community does not have a thorough understanding of the profit model of the online live broadcast platform.This article hopes to start with the profit method of the live broadcast platform,put forward certain suggestions for the live broadcast platform to improve its own development,and have certain Reference value.This article mainly studies the profit model of Guangzhou Huya Information Technology Co.,Ltd.(hereinafter referred to as Huya Live),adopts a case analysis method,and takes the specific profit model of Huya Live as a research example,and analyzes the internal ecosystem of Huya Live and the components of the profit model in detail.The profit model of China’s online live broadcast platform companies has been studied,and the internal and external SWOT analysis method has been used to analyze the competitive advantages,opportunities and threats of Huya Live Broadcasting.At the same time,it has analyzed its financial statements and made key indicators with the same type of platform Douyu TV.Contrast,mention the problems existing in the profit model of Huya live broadcast at the stage of emergence,and give related perfect countermeasures,and make prospects for its future development.Huya Live Broadcast has excellent performance in the process of expanding user volume,increasing user traffic,realizing user traffic,constructing a unique profit model,technological innovation,expanding business scope,enterprise internationalization(products going out to sea),and enterprise listing.Even the entire Internet industry has a good reference.Finally,this article concludes:(1)Enterprises need to establish a healthy and perfect ecosystem;(2)Live broadcast platforms need to integrate their own resources,combine their own advantages,and use innovation as the driving force to explore the profit model of online live broadcast in a deeper level.Try a new profit model;(3)The competition in the live broadcast industry is mainly competition for talents.At the same time,the future of the online live broadcast industry is forecasted:(1)small and medium-sized live broadcast platforms are gradually disappearing,the industry entry barriers are increased,and the live broadcast platform will be oligopolistic;(2)Tencent may promote the integration of the game live broadcast industry;(3)live broadcast in the future The form will be upgraded and gradually shift to the "live +content" mode. |
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