Analysis Of The Profit Model Of Short Video Enterprises

In the era of mobile Internet,the new economy has gradually become the main driving force for economic development in China.Under the background of new economy,enterprises are accelerating the pace of product innovation,which has spawned many new economic forms,including Internet enterprises represented by short video.In the development process of short video industry for nearly ten years,short video has been pursued by the majority of users with its characteristics of individuation,popularization and content diversification,and has also become the focus of investors.Numerous short video platforms have emerged.Compared with the traditional enterprise economic form,the profit model of short video enterprises is more innovative and compatible,and has greatly improved the profit efficiency of enterprises.However,from the perspective of the first listed enterprise of short video industry,Kuaishou Technology,Kuaishou has continued to maintain losses for years,which makes its profitability questioned by all circles.Meanwhile,the strategy behind the profit model of short video enterprises also makes people ponder.Therefore,under the above background,in order to study the profit model of short video enterprises and make an objective and fair evaluation of their profitability,this paper selects Kuaishou Technology,a representative leading enterprise in the short video industry,as the case company.After going public in 2021,Kuaishou published the relevant data of this enterprise after 2017.This paper provides data support for the study of short video enterprise profit model.By combing relevant literature on profit model of domestic and foreign scholars,this paper firstly sorted out the situation and development of Kuaishou technology company,then used the theory of five elements of profit model to analyze the structure of Kuaishou profit model layer by layer,and then evaluated Kuaishou profit model through four aspects of balanced scorecard combined with financial and non-financial indicators.Finally,some reasonable optimization strategies are proposed for the evaluation structure of Kuaishou profit model.From the qualitative analysis of the five elements of the profit model of Kuaishou technology,it can be concluded that its profit model is a prosperous business ecosystem characterized by a wide range of public domain,strong viscosity of private domain and closed loop of business domain.Then,in the process of evaluating the profit model,from the financial perspective,although Kuaishou faces huge losses in the financial report,its profit level and profit quality are still high.This is also the reason why its low profit is considered to have high enterprise value;From the non-financial perspective,user value is the core asset of Kuaishou,which is of great significance to the evaluation of profitability of short video enterprises.Finally,Kuaishou profit model for the existing defects of optimization.Through the above systematic research on the profit model of Kuaishou Technology,it is helpful for Kuaishou itself and other related enterprises to conduct self-examination and risk warning in combination with themselves,and it is also helpful for investors to make a reasonable judgment on the future profitability of enterprises in combination with the current situation of the profit model of Kuaishou Technology.