Research On Comprehensive Performance Evaluation Of Meituan’s Asset-light Profit Model

In recent years,with the rapid development of China’s economy and the continuous popularization of the Internet,the Internet local life service platform has emerged,covering all aspects of life.In recent years,under the influence of the new coronavirus epidemic,the"home economy" has developed rapidly,and people have moved more offline needs to online,extending the extension of "take-out",from delivering food to sending "everything" to home,and promoting the continuous expansion of the instant retail market.The rapid development and large gap of China’s instant retail market has attracted Internet companies to enter the field of local life services,and the market competition is becoming increasingly fierce.Since the beginning of its birth,Internet enterprises have the characteristics of asset-light,and the profit model is favored by other enterprises with the characteristics of "small" asset scale,"light" asset form,"heavy" knowledge application and "high" investment return.In this context,if Internet enterprises want to maintain their competitive advantages and achieve long-term development,they must analyze the profit model and performance evaluation,clarify their own advantages and improvement direction,make strategic adjustments,improve economic benefits,and obtain long-term development..This paper takes Meituan as the research object and makes a comprehensive evaluation on its performance of asset-light profit model.First of all,it combs the related concepts and theories of asset-light profit model and performance evaluation to provide the basis for the following article.Secondly,it introduces the basic situation and main business of Meituan,analyzes the operation process of the asset-light profit model according to the constituent elements of the profit model,and puts forward the characteristics of the asset-light profit model,such as "light" asset structure,"high" operating efficiency,"heavy" R&D and marketing,and "high" brand value.Thirdly,based on financial index,non-financial index and improved balanced scorecard,the paper uses AHP-fuzzy comprehensive evaluation method to evaluate Meituan’s performance comprehensively.First,from the perspective of financial performance,the paper analyzes the financial performance of Meituan’s asset-light profit model from four financial indicators in both horizontal and vertical aspects.Through the longitudinal comparison,it is found that the financial performance of Meituan fluctuates and tends to be better;In the horizontal comparison,Jingdong,a self-owned enterprise belonging to the Internet retail industry,is selected as the reference object,and the conclusion is drawn that the enterprise has stronger management ability,faster expansion speed and more sustained growth force under the asset-light profit model.Second,from the perspective of non-financial performance,combined with the industry characteristics of Meituan,select three non-financial indicators of brand value,user stickiness and marketing ability to analyze,and find that there are core competitive advantages;Third,combined with the improved balanced scorecard and the AHP-fuzzy comprehensive evaluation method,the performance of Meituan in 2021 is comprehensively evaluated,and the overall performance is good,which indicates the rapid development of Meituan under the asset-light profit model.Finally,combined with the analysis of asset-light profit model and the results of performance evaluation,pointed out the problems of Meituan’s asset-light profit model,and put forward targeted optimization countermeasures and suggestions.Meituan,a leading enterprise in the field of Internet local comprehensive life services in China,was selected as the case study object,and its asset-light profit model was analyzed,on the one hand,it enriched the domestic case studies on the asset-light profit model of Internet enterprises,and on the other hand,strengthened the practical research of asset-light profit model in Chinese enterprises,and also provided reference for more enterprises to enter the field of local life services.