Research On We Media Value Assessment Model

With the rapid development of information technology,the mobile Internet has gradually changed our way of life.Weibo,WeChat,and Douyin have gradually entered people's lives.Enterprises have therefore turned their attention to the media,making it the main tool for corporate marketing and promotion.However,in recent years,the media investment market has been overheated.The media valuation and advertising quotation are far higher than the ordinary media,and lack sufficient basis.So it is difficult to reach a consensus between companies with investment and delivery needs and we-media with realized demand.Therefore,finding a scientific and reasonable we-media value assessment method has become a difficult problem in the development of the we-media.Based on the value theory and the characteristics of we-media,this paper summarizes the influencing factors of we-media value.On the basis of the above mentioned theory,we constructed a whole life cycle we-media value assessment model,which extends the perpetual discount model and the indefinite piecewise discount model of the income method,combines the life cycle theory.In the process of constructing the we-media value assessment model,the mathematical prediction model is used to determine the future earnings of the media;the determining method of the discount rate in the Interbrand evaluation model is used to determine the discount rate of the future revenue from the we-media which performance in the form of a we-media multiplier;we assume the income period node of the we-media learned from the experience of the brand income nodes in the practice community;considered the communication ethics risk from the we-media,we introduce the media ethics coefficient.Finally,the model is verified by the specific cases.Empirical studies shows more objective and reasonable results with our model.It has a great reference to the practice community.The main innovations of this paper are as follows: First,the determining method for the discount rate of future income from the we-media is based on the determining method of that from the brand in the Interbrand evaluation model,and it is expressed in the form of we-media multiplier;A media ethics coefficient is introduced in the evaluation basic model to reflect the special risks which exist in the we-media,so that the evaluation dimension of we-media is more comprehensive.Thirdly,we constructed a more applicable evaluation model based on the whole life cycle of the we-media.