Research On The Valuation Of The Network Broadcast Platform Enterprise

With the development of information technology,the network live broadcast industry has developed rapidly,the live content has become more and more abundant,and the number of users has continuously increased.The emerging business model and the fast-growing live broadcast industry are favored by the capital.The network broadcast platform enterprises have repeatedly obtained financing,and some enterprises has taken the lead in IPO and successfully appeared on the market.Whether the network broadcast platform enterprise conducts financing,listing or mergers and acquisitions,it needs to make a reasonable evaluation of the enterprise value.At present,there are few valuation studies on the network broadcast platform enterprise,and the traditional valuation method has application limitations,so explore a new type of valuation method on network broadcast enterprise has a need for valuation.This paper first introduces the concept classification,development status and profit model of the network broadcast platform enterprise;on the basis of analyzing the characteristics of the network broadcast platform enterprise,it finds out the value influencing factors of the enterprise.Secondly,according to the characteristics of the industry and enterprises,it analyzes the difficulty of valuation of the network broadcast platform enterprise and the applicability of the traditional method to the valuation of the network live platform enterprise.Combined with the influencing factors of company value and the applicability analysis of valuation methods,this paper puts forward the improvement ideas of enterprise valuation of network broadcast platform enterprise,and finally verifies the effectiveness of the improved valuation ideas through case analysis.This paper finds that the network broadcast platform enterprise has high risk,lack of historical financial data,comparable difficulty in finding companies,and difficulty in measuring assets.Therefore,the cost approach,the market approach and the real options method are limited in assessing the value of the network broadcast platform enterprise,and the income approach is not considered the impact of non-financial factors on the value of the network broadcast platform enterprise.This paper proposes an improvement strategy for the evaluation of the network broadcast platform enterprise,that is,based on the income approach,establishes a non-financial factor impact index system,determines the index weights and calculates the adjustment coefficient through the analytic hierarchy process,and uses the adjustment coefficient to calculate the enterprise value calculated by the income approach.Revised to derive the comprehensive value of the enterprise.Through case analysis,it is concluded that the income approach modified by the non-financial factor adjustment coefficient is used to evaluate the value of the network broadcast platform enterprise,and the results are more complete and more reasonable.