Research On Evaluating Value Of KONKA Enterprise Based On EVA

With the continuous improvement of China's capital market and the rationalism of the investors,the value investment has been paid more and more attention by the majority of investors.How to reasonably and effectively evaluate the real value of an enterprise has gradually become a problem that scholars and investors discuss.Provides a reference way from the perspective of enterprise value evaluation method based on EVA for us to accurately judge and analyze the enterprise value,compared with the traditional index,EVA emphasizes the ability of enterprises to create long-term value,focus on long-term development,in addition to the accounting cost of debt,but also reflects the amount of the cost of equity capital,part of the value of shareholder wealth the enterprise energy measurement more accurate value of EVA valuation method,whether it is for investors,internal management or external supervision personnel,can provide valuable basis for decision making.The rise and development of artificial intelligence and Internet brand has further promoted the demand and structure of color TV market constantly changing,and the industrial structure is also gradually adjusting.The competition of color TV industry is more and more fierce.It seems to have entered a new "shuffle" period.In 2017,the market of color TV in China was low,and many brands were changing.The advantages of traditional enterprises were no longer prominent.In the face of emerging market and industry competition pressures,it is urgent to find out a long-term road to meet market demand.Under this background,this paper takes the representative traditional Chinese color TV brand KONKA as an example,and carries out the research of enterprise value evaluation based on EVA perspective.First,this article describes the research background and significance,summarized the domestic and foreign literature about EVA value theory,expounds the research contents and methods of this article,and lays a theoretical foundation for the later article;secondly,focusing on the description of the improved evaluation method to adjust the project related to the EVA value(the promotion expenses,advertising expenses operating lease charges,as well as non-recurring gains and losses),and introduces the assumptions of the model to assess the value of EVA enterprise and classification;thirdly,this article uses the literature research method,comparative analysis method and inductive method,object selection is representative of the traditional domestic brands,KONKA as a case analysis,estimate the valuation date from the perspective of enterprise value based on EVA,and the evaluation results are summarized and analyzed;finally,the application of EVA valuation of enterprises are effective By comparing and analyzing the valuation of enterprise value and market value,this article puts forward some measures,such as increasing R & D investment,continuous self-innovation,developing new market,strengthening brand building,expanding Internet business and improving capital utilization efficiency.