Research On The Wechat Public Account Value Evaluation

Nowadays,WeChat has become the mostly used mobile communication application in the world with its exploding number of users and one of the most important smart phone application terminals in China.Since WeChat public account was established in August of 2012,as one of the main ways for the traditional media to transform itself and expand its influence or establish a platform for individual communication,there have been more than 10 million WeChat public accounts so far.WeChat's public number has undoubtedly changed the way people approach and share information.The tremendous flow brought by the hundreds of millions of WeChat users has also enabled WeChat to gain a huge source of revenue and generate many investments,and trading behaviors of selling and purchasing WeChat public accounts.during this process,it brings a lot of issues to be explored urgently in the field of valuation application and research.This paper focuses on the WeChat public accounts specially for food,with the main method of mainly quantitative research,supplemented by qualitative analysis.First of all,setting the indicators of headline reading volume,the number of published articles and the number of fans,the paper summarizes the development trend of the WeChat public account,and divides its development process into different stages.According to the analysis results,based on the different stages of development,this paper analyzes the four key sources of income,and analyzes the corresponding characteristics and average values of the four major sources of income in different stages.As a result,this paper will further summarize and analyze the developmental rules,make a reasonable estimate of the amount of income,and finally make a evaluation by the method of income approach,thus providing a theoretical reference for the reasonable trading of WeChat public accounts.I hope this conclusion can provide some reference for future related research.