Research On The Profit Model Of Internet Short Videor Enteprises

With the development of mobile Internet technology,the penetration rate of the Internet in China has reached a new height.With the advantages of short refining and easy transmission,short video has quickly dominated the market.Short video enterprises thus emerged,attracting a large influx of capital,and their profit model has become the focus of attention.However,short video belongs to the emerging industry,the literature research related to profit model is few and mostly limited to theoretical research.In addition,a large number of Internet enterprises are pouring into the short video industry,and the profit model of short video is exploring in various ways,among which the competition of profit model is becoming the mainstream of enterprise competition.As the competition in the industry intensifies,there are also many uncertainties in its future development.This also shows that the industry’s awareness of the short video profit model still needs to be further strengthened.This paper from the characteristics of the Internet short video industry,select the industry head enterprise fast hand technology as a case study object,take the way of qualitative and quantitative combination,combining theory and practice,not only to the existing profit model to form a clearer understanding,more combined with financial indicators of the current profit model problems and how to optimize the research and discussion.From macro to specific,Lay the groundwork for the following case study of Kuaishou technology;next,According to the factor theory of Wei Zhu’s profit model,Through the analysis of the five elements of Kuaishou technology,Clarifying the characteristic structure and key success elements of Kuaishou technology;proceed to the next step,Quantitative analysis of the relevant financial indicators of the profit model of Kuaishou Technology,Measure the implementation effect of its profit model,Evaluation the effectiveness of its profit model and find problems;last,Summarize the advantages and disadvantages of its profit model,Put forward corresponding suggestions on their problems.Kuaishou Technology,known as the first ’short video stock’,is in the leading position in terms of user scale,revenue growth and number of active users.Its exploration of profit model is also a pioneer in the industry.The initial profit model of Kuaishou Technology was mainly live broadcast rewards,and then it gradually turned to the e-commerce model of live broadcast with goods.The newly become the main online marketing business drove the revenue of Kuaishou Technology,which reflected the successful evolution of its profit model.In the process of development,Kuaishou Technology relies on the advantages of technology,capital,market and other aspects,and develops its profit model in the direction of diversified ecology to promote each other and organically unify,forming a commercial ecological profit model with diversified combination of the characteristics of Kuaishou.The analysis of relevant financial indicators shows that the establishment and effective use of its profit model uses the user scale,capital and technology to establish a profit barrier,and plays a positive role such as rapid revenue growth and stable and smooth evolution of the model,which has a certain rationality.However,Kuaishou Technology still has problems such as too high cost and unstable profit model.The solution to solve the problem is to constantly improve the diversified business ecological profit model,further strengthen the cost control,and improve the research and development capacity.The research results of this paper have certain reference significance for the management of short video enterprises in the industry,and have certain guiding significance for the Internet enterprises that are developing short video business or transforming to short video.