Research On The Evaluation And Optimization Of W Company’s Profitability

With the continuous improvement of internet communication technology and the popularization of intelligent mobile terminals in China,the dissemination of content information has undergone tremendous changes.The general public is no longer satisfied with the combination of graphic and textual expressions.Against this research background,short videos have entered the public’s view.In particular,the short video industry has developed rapidly since the outbreak of the COVID-19 in 2020.The characteristic of the short video industry is that it has the advantages of simple production,strong specificity,simple operation,and convenience.It has the characteristics of low creation threshd,strong entertainment,and accurate information push.The birth of short videos not only presents the form of media,but also integrates multiple entertainment symbols such as pictures,videos,and music,which well meets the diverse needs of the public and also meets the need to obtain daily information.W Company occupies the forefront of the short video industry and has received attention from all parties,providing more personalized demand content and better interactive experience for the general public.To further promote the development of W Company,this article studies its profitability.This article designs a profitability model and constructs evaluation criteria from three dimensions: revenue,users,and business.Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation are used to evaluate W Company’s recent profitability.Firstly,analyze its performance in terms of profit level,profit quality,and profit growth from the income dimension.Then analyze its demand side cultivation and supply side user growth from the user dimension,and then analyze its external and internal operational performance from the business level.This study found that overall,the main business of Company W has shown an increase.Against the backdrop of booming market development,Company W’s own attributes are extremely advantageous.In addition to having strong profitability,its own value is also very high.In terms of profitability at the income level,it has been observed that the profitability of Company W has gradually decreased in the past two years.However,the core focus within the company is to effectively control costs and expenses,and progress has been made in this project.Therefore,the current situation is not too pessimistic;In terms of profitability at the user level,user satisfaction has continued to rise,showing good profitability performance;In terms of profitability at the business level,business revenue has continued to grow with strong performance,internal business growth rate has increased,and business volume has continued to rise.This situation proves that Company W has achieved profitability growth by changing its business sector model,establishing development direction,and ultimately achieving profitability growth.Based on the evaluation of W Company’s profitability model,targeted measures are proposed to strengthen sales mechanism review and achieve sustainable development of profits;Control costs,increase revenue and reduce expenditure;Horizontal application of data and search for more profit points are three optimization strategies.