| In recent years,with the rapid development of technology and Internet technology,the activities of national entertainment have gradually shifted from entities to the Internet,which has promoted the rapid development of video websites.The overall market has now shown that iQiyi,Tencent Video,Youku Video is the main force,supplemented by Mango TV,Bilibili,etc.,and it is a multi-layered situation with niche websites such as Xigua Video as the end.According to the 50 th "Statistical Report on Internet Development in China" released by China Internet Network Information Center(CNNIC)in Beijing,as of June 2022,the number of online video users will be 995 million.my country’s video website industry has a huge scale and unlimited potential,and the number of users is also increasing day by day.However,as of 2021,domestic long-form video websites have been in a state of loss.Taking the industry leader iQiyi as an example,the net profit in 2022 will still be-117.8 million yuan.Tencent Video and Youku Video have also never been profitable.Unprofitability is a common phenomenon in domestic video websites.If you want to reverse the situation and achieve sustainable development,you must seek a breakthrough in the profit model.At the same time,unlike traditional industries,video websites do not have the production,sales and R&D of offline physical products or services.The biggest feature of this industry is that it only relies on Internet media to survive and develop.Therefore,it is of special significance to study the profit model of the video website industry.iQiyi is the leading website in my country’s online video websites.The new profit model,member payment,also makes iQiyi’s membership payment service the best.Taking iQiyi as the research object to conduct profit model research,whether it is for iQiyi Both iQiyi and the development of my country’s video website industry have certain reference significance.On the basis of studying and combing the relevant research literature at home and abroad,this paper uses the case analysis method and comparative analysis method,takes Slevowski’s "profit model elements" as the theoretical basis,analyzes its current profit model in detail from the five elements of profit point,profit object,profit source,profit lever and profit barrier,deeply analyzes the basic content of the five elements in iQiyi’s profit model,applies the analytic hierarchy method and fuzzy comprehensive evaluation method to construct the evaluation index system of the profit model,and evaluates the shortcomings and problems in its profit model.The reasons for this are analyzed in depth,and finally the optimization strategy and specific suggestions are put forward for iQiyi’s profit model.This paper finds that the problems in iQiyi’s profit model are also common problems in other video website platforms in the industry,such as unbalanced revenue structure,high costs due to large purchases of film and television rights,and low user viscosity due to lack of own innovation.In order to maintain its advantage in the competition and achieve lasting profits,iQiyi needs to continuously optimize profit sources,optimize profit objects,strengthen cost control,improve core competitiveness,enhance user viscosity,and optimize the profit model as a whole.By studying iQiyi’s profit model,this paper helps iQiyi optimize its current profit model and better cope with future opportunities and challenges.On the other hand,it can also provide reference for other companies in the video website industry to improve their profit models. |
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