Modern Economics & Management Forum

Internet TV business is facing pain points such as scattered resources and lagging decision-making in the process of digital transformation. This article constructs a data-driven business management and control model, which integrates business analysis, project accounting, and dynamic resource allocation mechanisms to improve business operation efficiency. The research proposed a closed-loop framework of "data analysis decision optimization", combined with Internet TV user behavior data, content resource data and financial data, to verify the effectiveness of the model in cost control and revenue growth, and provide a replicable management paradigm for the industry.