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论文编号：	9386
作者编号：	2120152495
上传时间：	2017/6/20 23:27:24
中文题目：	网络直播平台企业的商业模式研究 ——以花椒直播为例
英文题目：	Research on the Business Model of Online Live Show Platform Firm: A Case Study on Huajiao Live
指导老师：	任星耀
中文关键字：	商业模式；网络直播；平台企业；花椒直播
英文关键字：	Business Model；Online Live Show；Platform Firm；Huajiao Live
中文摘要：	随着我国信息技术的发展和人们精神文化需求的提升，我国网民对网络信息的接收方式也发生了从“文字—图片—视频”的转变。我国近两年兴起的网络直播，也迅速发展成为一种新的互联网文化业态，对其商业模式的理解与构建不仅对于企业发展至关重要，而且对于目前学术界有关商业模式的理论研究也有着一定的价值。本研究基于商业模式相关文献的广泛研究，以及平台企业及社会性媒体的发展特点，构建了一个互联网平台企业商业模式的理论研究框架，并基于该研究框架以花椒直播为典型案例，对网络直播平台企业的商业模式进行了深入分析，为商业模式的理论研究提出了一定的新思路。 首先，对于互联网平台企业，本研究提出了由用户模式、产品模式、运营模式以及盈利模式四个维度构成的商业模式理论框架。然后，从用户模式下的双边市场、产品模式下的内容与技术、基于网络效应的运营模式以及从免费到多样化盈利渠道的盈利模式探索等方面，对网络直播平台企业的商业模式框架进行了总结与提炼。同时，本研究从网络直播平台企业的动态发展视角出发，对其商业模式探索路径进行追踪分析，发现网络直播平台企业商业模式具有快速迭代、赢家通吃的明显特征，同时受内部高层领导者与外部环境的因素驱动，决定了不同商业模式的构建，从而导致了相应的企业绩效。最后，本研究以花椒直播这样一家正规成功的网络直播平台企业为案例进行探索性研究，不仅对各个网络直播平台企业的商业模式构建与发展有很大的参考价值，而且对一般互联网平台企业，甚至互联网背景下传统行业企业的商业模式构建与创新都提供了一定的借鉴之处。
英文摘要：	With the development of information technology and the improvement of people spiritual and cultural needs in our country, the reception mode of network information experienced a transition from "text-pictures-video". Online live show, which arose in our country only in recent years, is also rapidly becoming a new kind of Internet culture. Understanding of its business model is vital not only to the development of enterprises, but also for the current academic research on the business model. Based on the extensive literature review on the business model, and the characteristics of platform enterprise and social media, this thesis constructs a theoretical framework of Internet platform enterprises’ business model. And based on the framework, taking Huajiao Live as a single case, the thesis makes a deep analysis of the business model of online live show platform firm, and puts forward some new ideas for the theoretical research of the business model. First of all, this study puts forward an Internet platform enterprise’s business model research framework including user model, product model, operation model and profit model. Then, from the perspective of two-sided market, content and technology, network effect, and profit model from free to diversified profit channels, the business model framework of online live show platform is refined. Furthermore, based on the dynamic research perspective, this study finds that the business model of online live show platform has the characteristics of fast iteration and winner-take-all. Driven by internal corporate executives and external environments, the firm builds different business models and results in the corresponding business performance. Finally, choosing Huajiao Live as a case, the thesis is not only useful for the development of the industry enterprises, but also for general Internet platform enterprises, and even the traditional enterprises about business model transformation under the Internet situation.
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