管理评论

›› 2017, Vol. 29 ›› Issue (2): 245-254.

• 案例研究 • 上一篇    下一篇

基于商业模式反馈系统的视频网站商业模式分析——Netflix与爱奇艺案例研究

饶佳艺1,4, 徐大为2, 乔晗1, 汪寿阳1,3   

  1. 1. 中国科学院大学经济与管理学院, 北京 100190;
    2. 国家外汇管理局中央外汇业务中心, 北京 100032;
    3. 中国科学院数学与系统科学研究院, 北京 100190;
    4. 中国科学院大学中丹学院, 北京 100190
  • 收稿日期:2016-09-01 出版日期:2017-02-28 发布日期:2017-03-16
  • 通讯作者: 乔晗(通讯作者),中国科学院大学经济与管理学院副教授,博士。
  • 作者简介:饶佳艺,中国科学院大学中丹学院硕士研究生;徐大为,国家外汇管理局中央外汇业务中心分析员;汪寿阳,中国科学院大学经济与管理学院教授,博士。
  • 基金资助:
    国家自然科学基金面上项目（71373262）；国家自然科学基金重大项目（71390330；71390331）；中国科学院大数据挖掘与知识管理重点实验室开放课题资助。

An Analysis on Business Model of Video Website Based on Business Model Feedback System——A Case Study of Netflix and iQIYI

Rao Jiayi1,4, Xu Dawei2, Qiao Han1, Wang Shouyang1,3   

  1. 1. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
    2. Investment Center, State Administration of Foreign Exchange, Beijing 100032;
    3. Academy of Mathematics and Systems Science, Chinese Academy of Sciences, Beijing 100190;
    4. Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190
  • Received:2016-09-01 Online:2017-02-28 Published:2017-03-16

PDF (PC)

7892

摘要： 随着互联网的快速普及，网络视频行业的生态格局发生了深刻变化。本文提出商业模式反馈系统，包括由价值主张、业务系统和盈利模式构成的商业模式显性知识，以及由关键资源能力与外部环境构成的商业模式隐性知识。运用此模型，本文对视频网站行业具有代表性的领军者Netflix与爱奇艺的商业模式进行了系统分析与深入比较，发现商业模式显性知识与隐性知识间存在反馈作用，并对企业商业模式和网络视频行业发展提出了相应的启示与建议。

关键词: 商业模式, 商业模式反馈系统, 视频网站, 商业模式冰山理论

Abstract: With the rapid popularization of Internet, the ecological structure of the online video industry has undergone profound changes. In this paper, we propose a business model feedback system, which includes explicit knowledge of business model consisting of value proposition, business system and profit model, and tacit knowledge of business model composed of key resource capability and external environment. Using this model, this paper makes a systematic analysis and in-depth comparison of business model between Netflix and iQIYI, the representative leaders in the video website industry, and finds that there is a feedback effect between explicit knowledge and tacit knowledge of business model. Based on this finding, we put forward the corresponding enlightenment and suggestion to the business model of enterprise and the development of online video industry.

Key words: business model, business model feedback system, video website, business model iceberg theory