财务管理专业-新浪微博盈利模式分析及优化建议.docxVIP

摘 要 智能时代的到来，极大地丰富了人们的精神文化生活，社交媒体行业也伴随 互联网的快速成长，踏进了探索盈利模式的阶段。然而，新型互联网企业想要获 得长久盈利和持续发展，探索一套行之有效的盈利模式是重中之重。新浪微博作 为国内社交媒体的巨头，拥有月活4.62亿的用户，用户总量更是一直在持续增 长的状态。在2014年新浪微博实现首次盈利后，企业规模逐渐壮大，同时也保 持着快速的利润增长。通过浅析新浪微博盈利模式构成要素，运用其财务报表指 标，对新浪微博的盈利能力进行初步探析，发现其用户使用度下降，利润增速缓 慢，进一步研究发现企业盈利模式存在利润点开发过于被动，广告盈利占比过重、 利润源扩张较为困难、利润屏障保障能力逐渐变弱、品牌商业化建设进展缓慢、 企业创新能力有待提升的问题。为此，企业应加强内容开发、满足客户多元化需 求以巩固利润对象、打造核心竞争力以加强盈利壁垒、开发更多增值服务项目、 提高企业创新能力以及培育创新型人才以促进品牌商业化。 关键词： 新浪微博 盈利模式 社交媒体 Abstract The advent of the intelligent age has greatly enriched peoples spiritual and cultural life,and the social media industry has also stepped into the stage of exploring profit models with the rapid growth of the Internet. However, the new Internet enterprise wants to obtain the long-term profit and the sustainable development, explores a set of effective profit pattern is the most important. Sina Weibo, a domestic social media giant, has 462 million monthly users,and the total number of users has been growing. After Sina Weibo made its first profit in 2014,the company has grown in size and maintained rapid profit growth. By analyzing the components of Sina Weibos profit model and using its financial statement indicators,this paper makes a preliminary analysis of the profitability of Sina Weibo, and finds that its usersusage is declining and its profit growth is slow, further research found that there is passive profit point development in the enterprise profit model, it is difficult to expand the source of profit, the protection of profit barrier is becoming weaker, the development of brand commercialization is slow,and the innovation ability of enterprises needs to be improved.To this end, the Enterprise should strengthen the content development, satisfy the customer diversification demand to consolidate the profit object, build the core competitive power to strengthen the profit barrier,develop more value-added service item, enhance the enterprise innovation ability and cultivate