爱奇艺“苹果树”商业模式对企业价值的影响研究.pdf

摘 要 随着互联网技术的快速发展，当前企业在市场上的竞争涉及到了许多方面，包括产 品、服务、战略等，所以商业模式在当下市场竞争中对于企业的重要性对比二十世纪九 十年代其开始广泛使用时已经提升到了一个新的高度，一个好的商业模式是企业持续获 取利润并不断成长的保证。目前，众多互联网背景下产生的企业，经营目标已不仅仅在 于财务上的盈利，而更多的关注企业价值，同时研究商业模式与企业价值的关系及影响 的文献较少，基于这一点，为了进一步研究企业商业模式对企业价值的影响，本文将以 企业价值作为切入点，选取爱奇艺作为案例进行研究，期望得出有借鉴意义的启示。 具体来说，将首先以相关理论为基础，采用理论分析法和文献分析法，梳理商业模 式与企业价值的关系，总结出企业价值视角商业模式研究维度。然后提炼出商业模式影 响企业价值的维度及路径，最后运用案例研究方法，总结爱奇艺的“苹果树”商业模式， 分析爱奇艺的商业模式对其企业价值的影响，以期提出更好地提高企业价值的建议。 本文在一定程度上可以拓宽商业模式理论研究的角度，丰富商业模式与企业价值之 间的关系及影响研究，此外还对相关其他网络视频网站如何更好地进行商业模式的优化 进而促进企业的长足发展有着一定的借鉴意义。 关键词：商业模式；企业价值；爱奇艺 研究类型：案例分析 Abstract With the rapid development of Internet technology, the current competition of enterprises in the market involves many aspects, including products, services, strategies, etc., so the importance of business model for enterprises in the current market competition has risen to a new height compared with its wide use in the 1990s. A good business model is that enterprises continue to obtain profits and the guarantee of continuous growth. At present, many enterprises generated under the background of Internet have not only made profits in finance, but also pay more attention to the value of enterprises. At the same time, there are few literatures about the relationship and influence between business model and enterprise value. Based on this point, in order to further study the influence of business model on enterprise value, this paper will take enterprise value as the starting point, and select IQI As a case study, art is expected to draw inspiration. Specifically, based on the relevant theories, this paper uses the methods of theoretical analysis and literature analysis to sort out the relationship between business model and enterprise valu