Abstract: With the rapid popularization of Internet, the ecological structure of the online video industry has undergone profound changes. In this paper, we propose a business model feedback system, which includes explicit knowledge of business model consisting of value proposition, business system and profit model, and tacit knowledge of business model composed of key resource capability and external environment. Using this model, this paper makes a systematic analysis and in-depth comparison of business model between Netflix and iQIYI, the representative leaders in the video website industry, and finds that there is a feedback effect between explicit knowledge and tacit knowledge of business model. Based on this finding, we put forward the corresponding enlightenment and suggestion to the business model of enterprise and the development of online video industry.

Key words: business model, business model feedback system, video website, business model iceberg theory