爱奇艺长视频平台的营收困境及对策研究

Research on the Countermeasures for the Revenue Dilemma of iQIYI Long Video Platform

近年来,短视频的兴起给长视频平台造成巨大冲击,其中爱奇艺长视频平台也面临着营收困境。文章采用SWOT分析法对爱奇艺长视频平台的优势、劣势、机遇、挑战四个角度进行战略分析,并且对爱奇艺长视频平台的盈利能力、营运能力、偿债能力进行财务分析,找出爱奇艺长视频平台在战略及财务上存在的问题,其中包括闲置资金过多、版权费用虚增、视频内容缺乏创新等,同时为爱奇艺长视频平台提出相应的解决对策。

In recent years,the rise of short video has brought a huge impact on long video platforms,among which iQiyi long video platform is also facing revenue difficulties.This article uses the SWOT analysis method to conduct a strategic analysis of the advantages,disadvantages,opportunities,and challenges of the iQiYi long video platform,and conducts a financial analysis of the profitability,operating ability,and debt paying ability of the iQiYi long video platform.This article identifies the strategic and financial problems of iQiYi long video platform,including excessive idle funds,infl ated copyright fees,and lack of innovation in video content.At the same time,it proposes corresponding solutions for iQiYi long video platform.