虎牙网络直播平台盈利模式分析.docxVIP

PAGE PAGE 1 PAGE PAGE 3 目 录 TOC \o 1-2 \h \z \u 关键词 1 Key Words 1 1国内网络直播发展现状 2 1.1网络直播概念 2 1.2 在国内的发展现状 2 2虎牙直播盈利模式分析 5 2.1虎牙直播平台核心业务 5 2.2虎牙直播平台盈利模式 5 2.3虎牙上市的启发 6 2.4虎牙直播的盈利模式现状 7 3虎牙直播盈利模式存在的问题 10 3.1收入结构单一 10 3.2收入成本急剧上升 10 3.3内容同质化竞争严重 10 4虎牙直播盈利模式改善的措施 12 4.1发展多元盈利模式 12 4.2降低收入成本 12 4.3重视内容质量和媒体属性 12 参考文献 13 致 谢 14 PAGE PAGE 2 PAGE PAGE 1 虎牙网络直播平台盈利模式分析 摘要：随着互联网时代的社会发展日新月异和技术的不断进步，互联网科技的发展使得建立在流媒体上的电竞直播悄然兴起。本文分析了虎牙直播的商业模式，包括用户体验、精品内容、经营海量优质赛事和公会入驻模式，探讨了虎牙直播的盈利模式现状，收入成本急剧上升以及内容同质化竞争严重。最后，提出虎牙直播盈利模式存在问题的解决对策，认为应该发展多元盈利模式，降低收入成本，重视内容质量和媒体属性。 关键词：网络直播平台；盈利模式；虎牙 Analysis of the profit model of Huyao live broadcast platform Abstract: With the rapid development of society in the Internet era and the continuous advancement of technology, the game industry has reached a period of explosive development and has become a new type of cultural industry. The development of Internet technology has led to the rise of e-sports live broadcasts on streaming media. This paper analyzes the business model of Huya live broadcast, including user experience, boutique content, operating massive quality events and guild presence mode, and discusses the current status of profit model of Huya live broadcast, including its profit target, profit point, profit source, profit leverage and profit barrier. The problem of the tiger tooth live profit model is that the income structure is single, the revenue cost rises sharply and the content homogenization competition is serious. Finally, the paper puts forward the solution to the problem of the tiger tooth live profit model. It believes that the multi-profit model should be developed, the income cost should be reduced, and the content quality and media attributes should be emphasized. Key Words: Network broadcast platform; Profit model; Huya  我国手机网民规模达8.17亿，网民通过手机接入互联网的比例高达98.6%。网络视频、网络音乐和网络游戏的用户规模分别为6.12亿、5.76亿和4.84亿，使用率分别为73.9%、69.5%和58.4%。娱乐行业正借助着信息网络技术