广告专业 新媒体形态下直播平台的兴起带来的商业模式的创新 ——以新浪一直播为例

I新媒体形态下直播平台的兴起带来的商业模式的创新——以新浪一直播为例摘要 随着科技的发展及移动智能手机的普及，在“4G 时代”人们对于实时接收信息的需求越来越大，从 2016 年以来，网络直播通过井喷式的发展，整个市场已经成为亿万级产业，变身一新兴业态。由于中国的网络直播由秀场发展而来，打赏直到现在仍是绝大多数平台的主要盈利方式，但是道德底线和社会舆论的影响，很多直播平台在谋求新的商业模式。 本文将对新媒体形态下直播平台的商业模式进行分析，并指出其创新思路。文章首先介绍了研究背景与意义；其次界定了相关概念及理论，为后文的研究奠定理论基础；再次对直播平台的兴起和现状进行概述，对直播平台的兴起、市场规模以及用户行为进行描述；接着以一直播为例，分别从客户价值角度、一下科技以及其盈利模式三个角度进行具体分析；最后指出网络直播平台商业模式的创新思路。希望本文的研究可以优化一直播的商业模式，提高一直播的流量变现率，同时为其他直播平台提供一定的借鉴，以促进直播行业整体的发展。关键词：新媒体；网络直播；一直播；直播+IIAbstract With the development of science and technology and the popularity of mobile smart phones, in the "4G era" people for real-time information needs to receive more and more, since 2016, the network broadcast through the development of blowout, the entire market has become hundreds of millions of industries , Turned a new business. As China's webcasts evolved from the show, the competition was still the main profitability of the vast majority of the platform, but the moral bottom line and the impact of public opinion, many live platforms are seeking new business models.This paper will analyze the business model of the live platform under the new media form, and point out its innovative ideas. The article first introduces the background and significance of the research. Secondly, it defines the related concepts and theories, lays the theoretical foundation for the later research, and then summarizes the rise and current si...