论文总字数：24662字

摘 要

随着直播行业的迅速发展，直播平台开始将盈利提上日程表，资本的涌入也开始趋于冷静，逐渐向头部平台集中，这将会导致中小直播平台生存更加艰难，同时头部直播平台在有着丰厚资本的加持下竞争更加激烈。2019年3月，一度曾经被看好的熊猫直播宣布因长达22月无外部资金注入使资金链断裂而破产。消息一出，直播行业界哗然。说明直播行业已经进入成熟发展期，平台间的竞争与离场会给市场带来新活力的同时，平台生存运营的风险也更值得重视。

本文欲探讨网络直播行业中财务风险对平台运营的影响，结合熊猫直播的破产案例研究平台财务风险防范的重要性和措施。从财务风险的角度出发，思考曾经位列第一梯队的直播平台估值最高达到50亿元，是如何沦落到贱卖自身，收购和融资均失败而被迫关闭服务器。文章主要分为五个部分，第一部分是绪论，简要阐述本文的研究背景、意义，学习和梳理国内外研究成果。第二部分主要学习财务风险和风险管理相关概念和基本理论，为之后对直播行业和案例的具体研究提供理论支撑。第三部分阐述直播平台主要的财务风险成因，财务风险分类，以及针对风险识别、风险评估、风险控制研究防控策略。第四部分针对熊猫直播财务状况，剖析熊猫直播破产前存在的财务风险成因以及风险管理上的不足使财务风险扩散而导致破产的影响，并给出反思对策。第五部分在总结案例和对直播行业整体状况进行分析的基础上，提出造成熊猫直播破产财务风险的深层次原因，对全文分析进行核心观点陈述。

本文希望通过理论与实际的结合研究，剖析熊猫直播原本的盈利模式对财务风险带来的影响，进而使其他现存直播平台引以为戒，更加重视风险管理，给直播行业加强风险监控，优化管理和运营提供参考价值。

关键词：财务风险；风险管理；盈利模式；内部控制

Abstract

With the rapid development of the live broadcast industry, live broadcast platforms have started to put profits on the schedule, and the influx of capital has also begun to calm down, gradually concentrating on the head platform, which will make it more difficult for small and medium live broadcast platforms to survive, while head live The platform is more competitive with the blessing of abundant capital. In March 2019, the once-optimistic Panda Live announced that it had gone bankrupt due to the lack of external capital injection for 22 months, which broke the capital chain. The news also shocked the live broadcast industry. It shows that the live broadcast industry has entered a mature development period. While the competition and departure between platforms will bring new vitality to the market, the risks of platform survival and operation are also more worthy of attention.

 This article intends to explore the impact of financial risks on platform operations in the webcast industry, and the importance and measures of preventing financial risks of the platform in conjunction with Panda Live's bankruptcy case study. From the perspective of financial risk, think about how the valuation of the live broadcast platform, which was once the first echelon, reached a maximum of 5 billion yuan. It was reduced to selling itself cheaply, and the acquisition and financing failed and was forced to shut down the server. The article is mainly divided into five parts. The first part is an introduction, which briefly explains the research background and significance of this article, and learns and sorts out domestic and foreign research results. The second part mainly describes the concepts and basic theories related to financial risk and risk management, and provides theoretical support for the specific research on the live broadcast industry and cases. The third part elaborates the main causes of financial risks, classification of financial risks of the live broadcast platform, and research and prevention strategies for risk identification, risk assessment, and risk control. The fourth part analyzes the financial situation of panda live broadcast before the bankruptcy and analyzes the causes of financial risks before the bankruptcy of panda live broadcast and the impact of inadequate risk management on the spread of financial risk, which leads to bankruptcy. In the fifth part, based on the summary of the case and the analysis of the overall affairs of the live broadcast industry, it proposes the deep-seated causes of the financial risk of the panda live broadcast bankruptcy, and makes a core statement of the full text analysis.

 This paper hopes to analyze the impact of Panda Live's original profit model on financial risk through a combination of theory and practice, and then make other existing live broadcast platforms to be a warning, pay more attention to risk management, strengthen risk monitoring and optimize management for the live broadcast industry And operation to provide reference value.

Key Words：risk management；financial risk；profit model；internal control

目 录

第1章 绪论 1

1.1 研究目的与意义 1

1.1.1 研究目的 1

1.1.2 研究意义 1

1.2 国内外研究现状 1

1.2.1 国外研究现状 2

1.2.2 国内研究现状 2

1.2.3 研究述评 3

1.3 研究方法与思路 3

第2章 财务风险防范相关理论与基础 5

2.1 相关概念界定 5

2.1.1 风险管理 5

2.1.2 财务风险 5

2.2 风险管理理论 5

2.3 财务风险控制理论 5

2.3.1 杜邦分析体系 6

2.3.2 COSO内部控制框架 6

第3章 网络直播平台财务风险分析 7

3.1网络直播行业介绍 7

3.2网络直播平台主要财务风险分类 7

3.2.1 现金流风险 7

3.2.2 筹融资风险 7

3.2.3 偿债风险 8

3.2.4 成本控制风险 8

3.2.5 信用风险 8

3.3 网络直播平台财务风险成因分析 8

3.3.1 外部环境影响 8

3.3.2 内部环境影响 9

3.4 网络直播平台财务风险防控 10

3.4.1 风险识别 10

3.4.2 风险评估 11

3.4.3 风险控制 13

第4章 熊猫直播财务风险案例分析 15

4.1 熊猫直播概况 15

4.1.1 熊猫直播公司简介 15

4.1.2 熊猫直播财务概况 15

4.2 熊猫直播财务风险管理存在的问题 16

4.2.1 一味扩张而对财务风险控制的忽视 16

4.2.2 盈利模式的单一和运营失败埋下隐患 17

4.2.3 高层管理下的分歧使内部控制措施未有效实施 18

4.2.4 原有投资方出现问题，连锁反应下融资困难 18

4.3 熊猫直播财务风险防范思考 18

4.3.1 探索符合平台文化的规章制度，形成良好的财务风险预警制度 19

4.3.2 加强内部控制管理，提升管理层和员工风险意识 19

4.3.3 探索多样化盈利模式，规范资金运作流程 19

4.3.4 规范主播和员工管理，培养平台特色内容模式 20

第5章 结论 21

5.1 本文的主要结论 21

5.2 本文的主要研究成果 21

5.3 不足及展望 22

参考文献 23

致 谢 24

2. 绪论

1.1研究目的与意义

1.1.1研究目的

请支付后下载全文，论文总字数：24662字