【作者】 张彤彤；

【导师】 周菁；

【作者基本信息】 东华大学 ， 会计硕士（专业学位）， 2021， 硕士

【摘要】 随着互联网的普及率越来越高,新媒体行业得到了快速发展。同时,国家也在积极倡导传统媒体公司进行转型升级,加快新旧媒体融合发展的步伐。学者们也纷纷对媒体融合展开研究,希望给传媒行业融合发展提供一些借鉴。作为国有企业的芒果超媒积极响应国家号召进行新旧媒体的融合发展,是目前行业内唯一能够实现盈利的在线视频公司。2017年为了更好的抓住互联网发展的机遇,当时的快乐购公司在其实际控股人湖南广播电视台的支持下通过并购重组的方式进行了企业盈利模式的转变,重组后公司更名为芒果超媒。快乐购的此次并购重组范围广、规模大,一次性收购了包括快乐阳光、新娱传媒等在内的五家公司,对湖南广播电视台旗下的子公司进行了系统的整合。并购重组完成后,企业的盈利模式由之前传统单一的盈利模式转变成了全产业链盈利模式。本文采用盈利模式“五要素”的方法,从利润对象、利润来源、利润点、利润杠杆、利润屏障这五个方面分别对芒果超媒两种盈利模式进行了对比分析。研究发现,芒果超媒依靠湖南广播电视台形成了以青春女性为主的利润对象和利润来源,丰富了企业的利润点,依靠牌照和版权的利润屏障涵养了企业内容制作的利润杠杆。本文采取战略地图这一价值管理工具来分析评价芒果超媒实施盈利模式转变战略的效果。通过四个维度的深入分析发现,芒果超媒盈利模式转变是较为成功的,企业的价值创造效率得到了提升,新旧业务之间的协同性较好,客户价值转化能力增强,内容制作能力和创新能力也在不断地提升。芒果超媒的全产业链盈利模式为国有媒体公司进行新旧媒体融合发展提供了一个成功地典范,是值得学习借鉴的。更多还原

【Abstract】 With the increasing popularity of the Internet,the new media industry has developed rapidly.At the same time,the state is also actively advocating the transformation and upgrading of traditional media companies to speed up the pace of integration of new and old media.Mango hypermedia,as a state-owned enterprise,actively responds to the call of the state to integrate new and old media.It is the only online video company in the industry that can make profits.In 2017,in order to better seize the opportunity of Internet development,the then happy buy company,with the support of Hunan Radio and television station,its actual controlling shareholder,changed its corporate profit model through merger and acquisition,and renamed mango super media after reorganization.The merger and reorganization of happy buy has a wide range and large scale.It acquired five companies including happy sunshine and new entertainment media at one time,and systematically integrated the subsidiaries of Hunan Radio and television station.Mango super media realized the transformation of the profit model through M & A: from the traditional single profit model to the whole industry chain profit model.Using the method of "five elements" of profit model,this paper makes a comparative analysis of two profit models of mango super media from five aspects: profit object,profit source,profit point,profit lever and profit barrier.It is found that mango hypermedia relies on Hunan Radio and television station to form profit objects and profit sources mainly for young women,enriches the profit points of enterprises,and conserves the profit leverage of enterprise content production by relying on the profit barrier of license and copyright.This paper uses strategic map as a value management tool to analyze and evaluate the effect of mango super media’s profit model transformation strategy.Through the in-depth analysis of the four dimensions,it is found that the transformation of mango hypermedia profit model is relatively successful,which not only improves the value creation efficiency of the enterprise,but also has strong customer value transformation ability,as well as the content production ability and innovation ability.Mango super media’s profit model of the whole industry chain provides a successful example for state-owned media companies to integrate new and old media,which is worth learning from.更多还原