本论文主要运用PEST、SWOT战略分析法、案例分析法、比较
研究法等方法对投资价值指标体系进行研宄。通过比较传统视频网站
优酷土豆、弹幕视频A站B站、游戏视频斗鱼、移动短视频秒拍、
秀场六间房、花椒、映客等众多线上热门直播网站(平台),分析其
市场现状、问题和趋势,建立投资价值指标体系,选取特定案例进行
投资价值分析,运用相对估值法或对比分析法等模型进行系统估值验
证,对直播网站投资价值评估进行实证研宄
通过估值结果分析,本文认为,视频直播行业即将形成寡头垄断
格局,预计未来的视频直播行业将会被BAT、万达、恒大等巨头垄断,
直播网站为提高风险投资的估值,应实行差异化竞争,维持各自的市
场地位,同时充分发挥各自平台的资质优势、技术优势、内容与渠道
优势、最全价值链优势、最大收费用户量优势等,提高核心竞争力
关键词:直播网站,投资价值,指标体系,实证研究
I
北京化工大学专业硕士学位论文
ANALYSIS OF INVESTMENT VALUE OF LIVE VIDE
O WEBSITE IN INTERNET ERA
ABSTRACT
Live website business is a highly commercialized and Internet-based
enterprise, its own characteristics are very different from traditional
enterprises . The current commonly used value assessment method does
not apply to live enterprise value assessment. On the basis of considering
the driving factors of the value of live industry, this paper focuses on the
inclusion of non-fmancial indicators in the evaluation index system,
reconstructs the value evaluation index system, and provides new
research ideas for the evaluation of live website value.
This paper mainly studies the investment value index system by
using PEST, SWOT strategic analysis method, case analysis method and
comparative research method. By comparing the traditional video site
Youku TuDo, bullet screen wibsite AcFun and Bilibili, game video
DouYu, mobile short video Miaopai, show field 6Rooms, Huajiao, Inke
and many other popular online live website (platform), analysis of its
market situation, Problems and trends, the establishment of investment
value index system, select specific cases to carry out investment value
analysis, the use of relative valuation method or Peter Lynch growth rate
ii
method and other models to verify the value of live web site investment
value of empirical research.
Through the analysis of the results of valuation, this paper believes
that the video broadcast industry is about to form an oligopoly pattern,
the future of the video live industry is expected to be monopoly by BAT,
Wanda, Evergrande and any others .In order to improve the live site risk
investment valuation, should implement differentiated competition,
maintain their market position, and give full play to their advantages and
technological advantages, qualification platform content and channel
advantages, advantages, the whole value chain the maximum amount
charging users advantage, improve the core competitiveness.
KEY WORDS: direct broadcasting website, investment value, index
system,empirical research
in
目录
目录
第一章引言1.1研宄目的与意义1.2国内外研宄进展1.2. 1国外研究进展1.2.2国内研究进展1.2.3文献总结与评述1.3研究内容与研究思路1.3. 1研宄内容1.3. 2研宄思路与技术路线1. 3. 3研宄方法1.4本章小结
5&39;
第二章宏观环境分析和市场需求分析2.1视频直播行业PEST分析2. 1. 1 政策环境(Politics)2. 1. 2 经济环境(Economic)2.1.3 社会环境(Social)2. 1. 4 技术环境(Technological)2.2视频直播行业市场需求分析2.2. 1移动互联网产业快速发展带动信息消费增长2. 2. 2直播市场潜力巨大,移动端成为用户流量主要入口2. 2. 3移动视频行业激烈竞争促进直播业务出现2. 3直播行业SWOT分析2.3.1 优势(strength)2.3.2 劣势(weakness)2.3.3 机会(opportunity)2.3.4 威肋、(threats)2.4本章小结第三章视频直播行业发展的现状分析I
北京化工大学专业硕士学位论文
3. 1行业竞争分析3. 1. 1行业竞争分析3. 1.2主要直播产品列表3.2平台融资情况
21
3. 3盈利模式分析
22
3. 3. 1现有直播主要盈利点分析
22
3. 3. 2未来直播盈利点分析
24
3. 4本章小结
25
第四章直播平台投资价值分析
26
4.1视频直播平台投资价值评价指标体系
26
4. 1. 1财务指标
26
4. 1.2非财务指标
26
4.1. 3综合评价模型
30
4.2关键指标概念与分析
31
4. 3本章小结
33
第五章投资价值评估案例研究
34
5. 1选取案例介绍
34
5. 1. 1斗鱼直播
34
5. 1.2虎牙直播
35
5. 1.3龙珠直播
37
5. 2投资价值评估
37
5. 2. 1领导者素质评估
3
85. 2. 2核心产品评估
39
5. 2. 3市场空间评估
4
85.2.4资源匹配评估
52
5. 2. 5商业模式评估
60
5. 3评估结果验证
62
5.3. 1评估结果验证:市场估值对比
63
5. 3. 2评估结果验证:行业权威评比
64
5.3.3评估结果验证:用户价值
64
II
5.4投资风险分析
64
5. 4. 1政策风险
65
5. 4. 2市场风险
65
5.4. 3内容风险
65
5. 4. 4财务风险
65
5. 5本章小结 65
第六章总结与展望
67
6. 1总结 67
6. 2研宄不足与未来展望
67
6. 2. 1研宄不足
67
6. 2. 2行业展望
6
8参考文献
70
致谢 72
作者和导师简介
73
III
北京化工大学专业硕士学位论文
Contents
Chapterl Introduction1.1 Purpose and significance of research12 Research progress at home and abroad1.2.1 Research progress abroad1.2.2 Progress in domestic research1.2.3 Summary and review of literature1.3 Research content and research ideas1.3.1 Research content1.3.2 Research ideas and technical routes1.3.3Research methods1.4 Summary of this chapterChapter 2 Analysis of Macro Environment and Market Demand 6
2.1 video live industry PEST analysis2.1.1 Policy Environment (Politics)2.1.2 Economic environment (Economic)2.1.3Social Environment (Social)2.1.4 technical environment (Technological)2.2 video broadcast industry market demand analysis2.2.1The development of live industry led the growth of information consumption... 10
2.2.2 live market has great potential, the mobile side become the main user traffic... 10
2.2.3 video fierce competition to promote the emergence of live services2.3 Live Industry SWOT Analysis2.3.1 Strength2.3.2 weakness2.3.3 Opportunity2.3.4 threats 16
2.4 Summary of this chapterIV
目录
Chapter 3 Analysis of the Present Situation of Live Industry3.1 Industry Competitive Analysis3.1.1 Industry Competitive Analysis3.1.2 Main live product list3.2 platform financing situation
21
3.3 Analysis of profit model
22
3.3.1 Analysis of the main profit points of existing live broadcasts
22
3.3.2 Analysis of future live profitability
24
3.4 Summary of this chapter
25
Chapter 4 Analysis of Investment Value of Live Platform
26
4.1 video broadcast platform investment value evaluation index system
26
4.1.1 Financial Indicators
26
4.1.2 Non-financial indicators
26
4.1.3Integrated Evaluation Model
30
4.2 Key Indicators Concepts and Analysis
31
4.3 Summary of this chapter
33
Chapter 5 Investment Value Assessme
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