论文总字数：23685字

摘 要

当前各大直播平台看似流量巨大，然而普遍陷入盈利乏力的困境，这一新兴经济载体的发展前景堪忧。文章将直播平台的发展现状分为直播平台的发展状况、直播平台在资本市场中的发展情况、微博“一直播”目前发展状况及比较优势、直播平台盈利模式现状等几个方面进行探讨。通过文献分析、比较和现状调查等方法，分析“一直播”平台发展现状及“一直播”平台盈利模式现状,探讨其存在的问题，并进行深层次探究，从而针对微博“一直播”构建盈利模式创新路径，提出创新可持续发展建议，以助推直播平台可持续发展与利益相关者持续盈利。研究发现直播平台尽管受众数量已经很庞大但是普遍筹资遇冷，处于盈利困境，其原因主要为成本畸高而盈利模式单一。建议“一直播”平台创新盈利模式，发展结合VR技术的新直播、广告精准投放服务、付费直播（主播和观众两角度）、主播运营工具、主播俱乐部、版权发行、会员增值服务(点播服务等)等多种新型盈利渠道。

关键词：网红经济 网络直播 一直播 盈利模式创新

Research on the profit model innovation of microblog-based live broadcast platform "Yizhibo "

Abstract

In this article, we divided current development of live broadcast platforms into several kinds. To begin with: the development status of live platforms, live broadcast platforms’ development situation in the capital market, present development situation of Weibo "Yizhibo" live broadcast platform and the present situation of comparative advantage, profit model of live broadcast platforms, Weibo "Yizhibo" profit model situation, the innovation of live broadcast platforms’ profit model. With the help of literature analysis, comparison and investigation, we try to obtain objective conclusion, analyze current developmental situation of live broadcast platform, platform profit model present situation and the existing problems, and summarize its characteristics, analyze the microblog-based live broadcast platform "Yizhibo"’s profit model present situation, so as to build Weibo live profit model innovation paths, innovation and development suggestions. In doing so, we are hoping to boost live broadcast platform, ensuring sustainable development for it and help stakeholders consistently profit from it. Ultimately, we will manage to provide new thrust to the development of this new type of economy. The study found live platforms trapped by difficulties in profiting, which results mainly from massive cost and limited income. Finally, the article put forward several innovative development strategies for "Yizhibo", such as the integration of VR technology and live broadcasting, advertising their services, pay to use (both the host and audience), the operating tools for hosts, the host club, charging for copyright, VIP value-added services.

Key Words: Internet celebrity economy; Live broadcast; Yizhibo live broadcast platform, Profit model innovation.

目 录

摘要 I

ABSTRACT II

第一章 绪论 1

1.1选题背景 1

1.2研究意义 2

1.3研究内容 2

1.4研究方法 3

1.5技术路线 4

第二章 直播平台概述 5

2.1直播平台的定义及分类 5

2.1.1泛娱乐直播平台 5

2.1.2秀场直播平台 5

2.1.3游戏直播平台 5

2.2直播平台规模发展现状 6

2.2.1直播平台的用户规模发展状况 6

2.2.2直播平台的资本规模发展情况 7

2.3各类直播平台主要盈利模式现状概况 8

2.3.1泛娱乐直播平台盈利模式现状 10

2.3.2秀场直播平台盈利模式现状 10

2.3.3游戏直播平台盈利模式现状 11

第三章 微博“一直播”发展现状 12

3.1微博“一直播”目前发展状况及比较优势 12

3.2微博“一直播”盈利模式现状 13

3.2.1用户购买礼物打赏分成 13

3.2.2平台网站首页广告投放 14

3.2.3导购模式创收 14

3.3微博“一直播”盈利模式问题及缺陷 15

3.3.1现有打赏分成盈利模式乏力 15

3.3.2自身优势利用不充分 17

3.3.3盈利模式过于单一 18

第四章 微博“一直播”平台盈利模式创新路径 19

4.1微博“一直播”发展前景预测 19

4.1.1直播平台总体发展前景 19

4.1.2微博“一直播”平台发展前景 20

4.2微博“一直播”平台盈利创新路径 21

4.2.1结合VR技术的新直播 21

4.2.2广告精准投放服务 22

4.2.3收费直播（主播和观众两角度） 23

4.2.4主播运营工具 25

4.2.5主播俱乐部 25

4.2.6版权发行 26

4.2.7会员增值服务(点播服务等) 26

第五章 结论和建议 28

参考文献 30

致谢 32

附录 32

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