社交媒体的盈利能力分析——以Facebook为例

The profitability of social media——A case study of Facebook

结合财务比率的分析方法,选取Facebook公司2010-2013年的财务数据,从资本经营盈利能力、资产经营盈利能力、商品经营盈利能力三个角度,利用净资产收益率、总资产报酬率、收入利润率以及成本利润率等指标,分析Facebook公司的盈利能力的现状和盈利能力的持续性等问题。研究发现,Facebook公司具备良好的盈利能力,但盈利水平并不稳定。以Facebook为鉴,若要获得更强更稳定的盈利能力,社交媒体需要探索有效的方法克服潜在的风险因素,改善现有的盈利模式,拓展多元的盈利手段,才能突破盈利能力差强人意的难关,提升自身的盈利水平。

Choosing Facebook Inc. as the research object, based on its financial data during2010-2013 and the analysis of financial ratios, Facebook＇s profitability and sustainability of profitability were studied from the capital operation profitability, assets operation profitability, and commodity business profitability. The research showed that Facebook has good but unstable profitability. Learning from the Facebook Inc., in order to get better and more stable profitability,social media should explore some effective methods to overcome the potential risk factors, improve the existing profit model, and expand multiple means of profitability.