回顾商业模式概念的演变过程可以发现，商业模式的研究热潮与网络企业投资需求密切相关。原因在于，商业模式对于企业价值来源和实现机理的分析范式，可以作为网络企业的价值评估依据，弥补企业估值传统方法的不足，具有企业价值测评功能。与这一功能相适应，商业模式形成了特有的内容结构，即以企业的价值主张为中心，关注产品服务生产经营方式中目标客户与合作伙伴的价值传递功能。对于初创的网络企业而言，从商业模式角度测评企业价值的关注重点，是为实现特定商业创意而努力的工作团队状况。案例分析也对商业模式的估值功能与内容结构作了相应说明。

Based on a review of the development of the concept of the business model (BM), this paper seeks to reveal that the BM research trend is closely related to the investment demands of internet enterprises. The reason is that as an analysis mode for the source and process of enterprise value achievement, BM can be used for evaluation of enterprises values, thus making up for the discrepancy of the traditional evaluation methods. In this way BM assumes the function of enterprise value evaluation. Relevant to this function, BM forms its particular content and structure, that is, with enterprise value proposition at its core, laying stress on the function of value delivery of target clients and business partners during the course of production and service implementation. For startups, the focus of application of BM to the evaluation of enterprise value is on entrepreneurial team and its business proposition. This paper aims to analyze BMs evaluation function as well as its content and structure through case studies.