网络直播平台盈利模式、利润变化及驱动因素r——基于欢聚时代的探索性案例研究

摘要

The paper analyzes the profit model to get driving factors of webcast platform. Profit change is decomposed into price effect and quantity effect, to explain the driving factors and internal mechanism of the profit change. It combines DEA method and the profit decomposition to explain the computing mechanism and the basic principle. Also, input redundancy and output deficiency are ana-lyzed. The conclusions are as follows.①Number effect contributes more to profit change than price effect during data sampling period.②In further analysis it finds that technological progress is the driving factor of number effect.③In 2009—2010 and 2010—2011, the efficiency of YY Inc did not reach the optimal level. This paper puts forward a new angle of view for enterprise efficiency.%分析网络直播平台盈利模式,探析网络直播平台获利的内在驱动因素.将利润变化分解为价格效应和数量效应,解释导致企业利润变化的驱动因素和内在机理.将数据包络DEA方法与利润分解结合,阐释运算机制和基本原理,同时对投入冗余和产出不足进行量化分析,通过分析挖掘出效率没有达到最优的原因.对上市公司欢聚时代的探索性案例研究表明:①数据取样时期欢聚时代的数量效应对利润变化的贡献大于价格效应对利润变化的贡献.②进一步分析发现技术进步是引起数量效应的驱动因素原因.③2009—2010年、2010—2011年欢聚时代的企业效率没有达到最优.结合DEA企业效率评价方法分析案例企业的投入冗余和产出不足,为分析企业效率的内部原因提供新的分析思路.