| In the Internet era,the network live industry has achieved rapid development.Under the background of the advancement of various emerging technologies,the network live combined with new technologies is expected to achieve new breakthroughs in the future development.Applications such as 5G and endpoint devices have a huge role in promoting the development of the industry.However,the vigorous development of the live industry has also intensified the competitiveness of the industry,and enterprises are faced with the dilemma of not being able to develop healthily for a long time and being eliminated by the industry.Profitability is the prerequisite for the sustainable and healthy development of an enterprise,and the profit model determines the level of its profitability,so the profit model of the online live platform has become a concern.This thesis selects Huya live platform as a research case,and explores the profit model of Huya live platform through the combination of financial perspective analysis and non-financial perspective analysis.Therefore,it has certain practical significance for the research direction of enriching the profit model of the network live platform from the financial perspective.In the Internet era,the network live industry has developed rapidly.Under the background of the promotion of various emerging technologies,the network live combined with new technologies is expected to be in the future.New breakthroughs are expected in development.Applications such as 5G and endpoint devices have a huge role in promoting the development of the industry.However,the vigorous development of the live industry has also intensified the competitiveness of the industry,and enterprises are faced with the dilemma of not being able to develop healthily for a long time and being eliminated by the industry.Profitability is the prerequisite for the sustainable and healthy development of an enterprise,and the profit model determines the level of its profitability,so the profit model of the online live platform has become much concerned.Therefore,this thesis selects Huya live platform as the research object,and explores the profit model of Huya live platform through the combination of financial perspective analysis and non-financial perspective analysis,which is helpful to enrich the research on the financial perspective of the profit model of the online live platform.It has certain theoretical and practical significance.This thesis is divided into five chapters in total.The first chapter mainly introduces the research background and significance of this thesis,and reviews the relevant literature,including the literature on profit model,profit model of online live platform and financial effect analysis;the second chapter is mainly about the online live platform.The concepts and theoretical basis related to the profit model are expounded.The theoretical basis includes the five-element theory of the profit model,the Value Chain theory and the financial evaluation theory,which lay the foundation for the analysis of the profit model in the following section;the third chapter will first briefly introduce the background of Huya live platform,and then give a brief introduction to Huya live.The implementation of the vertical Value Chain,horizontal Value Chain and internal Value Chain of live is sorted out.Through the analysis of these three angles,the implementation of the overall profit model of Huya live can be reproduced.Then it introduces the specific profit model of Huya live,and then further analyzes the specific situation of the five aspects of Huya live’s profit leverage,profit point,profit barrier,profit object and profit source combined with the five-element theory of profit model;The fourth chapter analyzes the problems existing in the operation process of Huya live’s profit model,points out its existing problems through the analysis of its financial perspective and non-financial perspective,and analyzes the causes of its problems combined with the actual operation of Huya live.The fifth part is conclusions and suggestions.This thesis believes that the problems existing in Huya live mainly include the following three points.First,the excessive reliance on live rewards in revenue leads to unstable profits,and the revenue structure is uneven.The proportion of live rewards revenue is too high,which has unstable profits.Generally speaking,the profit structure is relatively simple.Second,in order to enhance its own competitiveness,operating costs continue to increase,and the growth rate of gross profit margin is gradually declining.Third,the solidification of Market Positioning has led to a small client base.The game live in Huya live occupies the vast majority.However,most live platforms are now diversified,and it is difficult for the audience of Huya live to expand,and the market share will also It is difficult to expand,which will have an adverse impact on profitability.Finally,some suggestions for improvement are put forward in view of these problems in Huya live,such as the optimization suggestions of breaking the existing single revenue structure by opening up new revenue channels and using the agency model to reduce operating costs.In order to provide some new ideas for the development of the current profit model of Huya live,and through the analysis of these problems existing in Huya live,it can be used as a reference for other live platforms,so that the network live industry can develop more sustainably and healthily. |
