E-commerce Enterprise Valuation Based On Real Option Theory

In recent years,China's e-commerce market development situation is good,the ecommerce market is developing quickly and has good prospects for development,trade such as electric business enterprise listing,merger,acquisition and reorganization are increasing,electrical business enterprise value evaluation is the asset trading behavior is very important one link,received high attention from theory and practice.Ecommerce enterprises are different from traditional enterprises in many aspects.Although the traditional valuation method is widely accepted and applied,it has obvious limitations in evaluating the value of e-commerce enterprises.Therefore,this paper attempts to build a new value evaluation model based on the evaluation methods such as revenue method,market method and cost method,so as to better evaluate the value of e-commerce enterprises.This paper first analyzes the development status and value assessment characteristics of e-commerce enterprises,analyzes the present situation of the enterprise value evaluation,to conduct the thorough research to the practical applicability of the real option model,evaluate current value and potential value of new ideas,fusion of the discount cash flow model is established and the option pricing model of electricity a new model for the evaluation of enterprise value,then take Suning as an example,verify the validity of the model.This paper finds that e-commerce enterprises and traditional enterprises,as two distinct entities with different business models in the market economy,have obvious differences in business philosophy and growth model.Only with the traditional evaluation method is not suitable for to evaluate electricity business enterprise value,discounted cash flow method should be adopted and the thinking of option pricing method,build a new model for the evaluation of the electric business enterprise value,to reflect its real value and potential value.Take Suning value assessment,prove that the new model can better applicable to electric business enterprise value evaluation.