Research On Data Asset Valuation Of Social Networking Sites Based On User Value

With the continuous progress of Internet technology,big data has attracted more and more attention and heated discussion.It can be seen that the public has gradually recognized the change of big data in our lives.In this context,enterprises begin to pay attention to the asset performance of data--data processed and analyzed can bring expected benefits to enterprises as an asset.Data assets have a more significant impact on Internet companies.As a typical asset-light enterprise,Internet enterprises have a large amount of data which is an important source of their operation and profits.However,at present,there is no standard paradigm for the evaluation methods of data assets in academia and industry.Therefore,it is of great significance to determine the evaluation ideas and put forward the evaluation methods to clarify the value of data assets and facilitate the transaction of data assets.The reason why this paper chooses the research direction of data asset valuation in the social network industry is that at present,domestic and foreign researches on data asset valuation have focused on real estate,logistics,e-commerce and other industries,while there are few researches on data asset valuation in the social network industry or even the social network industry.This paper wants to put forward some opinions on the data asset valuation in this field through the research.On the other hand,in the preparation process,the author found that due to its social characteristics,the number and quality of users largely determine the income-generating capacity of social network service companies,and these data and information constitute the data assets of the company.It can be said that the pricing of data assets is inseparable from user value.Based on the characteristics of social network service companies and the industry,this paper proposes an enterprise overall value evaluation method based on user value.The author believes that this method is more consistent with understanding the enterprise value of social network service companies from the perspective of investment value.On this basis,according to the characteristics of the combination of intangible assets of such enterprises,the data asset value of social network service companies can be obtained by using expert scoring method and analytic hierarchy process.The practical significance of this paper lies in that it puts forward new ideas on the pricing of enterprises and their data assets in the field of social networking sites.It is beneficial for enterprise managers to properly manage and operate their data assets and puts forward a quantitative method for investors' investment expectations.