Research On Profit Model And Performance Evaluation Of Internet Platform Enterprises

The report of the 20 th National Congress of the Communist Party of China pointed out that high-quality development is the primary task of building a modern socialist country in an all-round way,and digital economy has great potential in this process.As the basic development carrier of digital economy,platform economy is expanding in scale and gradually becoming an important part of China’s economy.The CPC Central Committee pointed out that the innovation leading role of the platform economy should be fully released,the internal circulation of the economy should be accelerated,and the pressure on the domestic economy should be eased.Nowadays,the development of Internet platform enterprises has gone through the profit model dividend stage,but there are still many enterprises do not realize the leading role of innovation and continue to use the traditional profit model,resulting in operating difficulties.The choice of profit model is related to the core interests of enterprises.To find a profit model that can bring excessive and lasting profits and constantly innovate and improve it is of great importance for enterprises to gain competitive advantages.Based on the above background,this paper mainly analyzes the formation process and components of the profit model of Internet platform enterprises,conducts in-depth research on their performance,identifies possible problems in the profit model,and puts forward targeted optimization suggestions to help the high-quality development of Internet platform enterprises and digital economy.This paper chooses Nan Ji E-commerce Company as an example to study the profit model and performance of Internet platform enterprises.Firstly,the first chapter describes the research background and significance of this paper,and summarizes the domestic and foreign literature,on this basis to formulate the research ideas and methods of this paper;The second chapter mainly introduces the basic concepts of Internet platform enterprises,profit model and performance evaluation,and the theoretical basis of the five elements of profit model,smile curve,performance evaluation and strategic management,and summarizes the performance evaluation methods.Secondly,the third chapter firstly introduces the industry background and company profile of Nan Ji e-commerce,on this basis,studies the formation path and components of Nan Ji e-commerce profit model,and analyzes its development trend.In Chapter four,the financial indicators are analyzed from vertical and horizontal perspectives.According to the changes of the four indicators of profit,operation,debt repayment and development ability,the financial performance of Nan Ji E-commerce is evaluated by EVA index.On this basis,the performance under the current profit model is comprehensively evaluated by non-financial performance analysis.To further explore the effect of profit model and the existence of some problems.The fifth chapter identifies the problems existing in Nan Ji e-commerce profit model according to the results of performance analysis,and puts forward reasonable and feasible optimization and improvement suggestions for these problems.Finally,according to the above research content,the research conclusion is summarized in Chapter 6,and the future research is prospected.Through case study and analysis,this paper finds that the profit model of "brand service + traffic distribution" adopted by Nan Ji E-commerce has brought positive influence to the enterprise in the early stage,and the financial performance indicators have been improved on the whole.The company develops rapidly and has a good prospect.However,with the solidification of the profit model,the financial situation of Nan Ji E-commerce has gradually deteriorated in recent years,and the performance of many indicators is poor.In view of this,this paper puts forward optimization suggestions for the potential problems of its profit model,so as to provide a reference for the stable development of enterprises.Meanwhile,it also has certain reference significance for other Internet platform enterprises to explore the transformation or innovation of profit model.