Research On The Business Model And Enterprise Value Of Short Video Platform Enterprises ——Taking Kuaishou As An Example

With the increasing popularity of the Internet and mobile intelligent terminals and the maturity of 4G technology,the short video industry has emerged from time to time,and various e-commerce,online education,video and live broadcasting platforms continue to emerge into the public’s view.After more than ten years of development,the short video industry has entered a stage of stable development and continuous profit.In particular,due to the shutdown of the epidemic,people use more free time to shoot or watch short videos,which greatly increases the number of users;In addition,more stars and online celebrities have settled in the short video platform and the popularity of live delivery has increased,which has led to a continuous increase in the number of users,and the short video industry is booming in the market.The short video industry has also become a research hotspot.On the one hand,business model is a powerful guarantee for enterprises to make profits and develop continuously for a long time;On the other hand,the goal of Internet enterprises is not only limited to the growth of profits,but also pay more attention to the promotion of enterprise value;In addition,the short video platform enterprise is an emerging enterprise,and its valuation method has not been determined.Therefore,in this case,it is very important to explore the business model and enterprise value of short video platform enterprises.First,based on the relevant theories,through reading and analyzing a large number of documents,and based on Wei Zhu’s business model,refine and analyze the constituent elements of the short video platform enterprise business model,including four key element positioning,business system,key resource capability,profit model and nine analysis points.Secondly,based on the analysis of the elements of the business model,this paper summarizes the three factors that affect the enterprise value of the business model: user,income and cost investment,summarizes and expounds the influence path,and analyzes that the important source of the enterprise value of the short video platform is the user value.Thirdly,based on the influencing factors and combined with the advantages and disadvantages of traditional enterprise and Internet value evaluation methods,EVA model is selected to modify it.Since the cost input factor has been reflected in the original EVA model,based on user factors and income factors,the user value is used to replace the after tax net operating profit,so as to obtain the modified EVA model,which is used as the evaluation model.Fourth,take Kwai Chung Kwai as an example,analyze its business environment and analyze its business model elements and business models’ influence on enterprise value.The modified EVA model is applied to the fast company to verify the rationality of the evaluation model.After comparison,it is found that the revised EVA model is closer to the actual value of Kwai Chung company,and the rationality of the model is verified.After the research and analysis of this paper,it further expands the research on the business model of short video platform enterprises,and analyzes its advantages and disadvantages.Moreover,it analyzes the influencing factors of this kind of enterprise business model on enterprise value,including users,income and cost investment,so as to enrich the research on the relationship between business model and enterprise value.Based on the influencing factors of business model on enterprise value,the user value is used to replace the after tax net operating profit,and the enterprise value evaluation model of short video platform is constructed,which provides a reference for the evaluation of short video platform enterprises in the future;At the same time,it is also conducive to further improve the business model of such enterprises in the future,so as to better enhance their enterprise value.