我国网络自制剧赢利模式的构成要素研究

The Essential Elements of the Profit Model for Domestic Network Drama in China

综合已有赢利模式理论可见,网络自制剧的赢利模式由利润源、利润点、利润杠杆、利润屏障四个要素构成。网络自制剧的利润源既有广告商、网民用户、版权购买商、通信运营商等核心利润源,也有其上下游的可开展合作实现共赢的外围利润源;其利润点主要包括广告收入、用户付费、版权销售、流量分成等核心收益和外围相关收益;利润杠杆是将网络自制剧利润源转化为利润点的桥梁与纽带,具体包括其广告平台、收视平台、版权销售平台及相关外围业务平台;利润屏障是保护盈利的防范措施,可保护网络自制剧的利润源和利润点,并为利润杠杆的运行提供支持。充分发挥这四个构成要素的作用,可进一步完善与优化网络自制剧的盈利模式。

In light of the existing theory of profit model, the profit chain for domestic network drama is composed of four elements： profit source, profit point, profit leverage, and profit barrier. The sources include advertisers, netizens, copyright buyers, communications operators and other core profit sources, but also include outbound profit source available for win-win cooperation. The profit points mainly include core and outbound profits such as advertising revenue, user-paid fees, revenues from copyright sales, shared profits of network flow. The profit leverage acts as the bridge to transform the profit sources into the profit points. The profit leverage incorporates platforms such as advertising platform, viewing platform, copyright sales platform and relevant outbound-business platform. The profit barrier is to protect the profit. It can protect the profit sources and profit points, and support the operation of the profit leverage. If the above four essential elements are given full play, the profit model of domestic network drama can be further improved and optimized.