Application Of Option Pricing Method In Value Evaluation Of Media Enterprises

Under the background of the continuous development of the national economy and the support policy of many cultural industries,the rapid development of the industry is the cultural media industry.With the continuous expansion of the scale of their development,all kinds of capital activities of the enterprises have appeared.It is precisely because of such mergers and acquisitions and other economic behavior that the accuracy of the company's valuation is higher.But the culture media industry is different from traditional enterprises.They have great uncertainty in the development process.The option pricing method has obvious advantages over traditional methods for solving uncertain problems.Therefore,the option pricing method is applied to the evaluation and analysis of cultural and cultural media industry,so as to explore the value evaluation behavior of cultural media industry in practical application.This paper mainly improves the traditional discounted cash flow method and introduces an option pricing model.It analyzes the characteristics and development of cultural media companies and the issues that arise during the evaluation of the value of the industry.Then,the applicability of the option pricing method and the option nature of the cultural media industry are introduced.In this paper,the option pricing method and cash flow discount method are combined to evaluate the value of the enterprise.Second,non-financial indicators are added to the assessment model to obtain an adjustment factor.The final assessment model of cultural media companies value is obtained.Finally,a film and television media company is used as a case to study.Obtain results and further verify the effectiveness of the assessment process.