Research On The Improvement Of Valuation Methods Of Live Streaming Platform Enterprise

From the era of webpage Internet to the era of mobile Internet and then to the coming era of 5g,the business model of the Internet has been constantly innovated with the development of technology.In the process of business model innovation,there are also leading enterprises in new fields,such as Alibaba,Baidu,Tencent,etc.,while live broadcasting is a successful field of business model innovation.The live broadcasting industry first appeared in 2011 in the United States.It first appeared in China in 2013 and set off a wave of live broadcast entrepreneurship in 2016.In 2016,it was also called the first year of live broadcast investment by equity investors.As of September 2019,there have been many listed companies in China,such as Yingke,Huya,douyu and YY.Similar to many Internet business models,the live broadcast industry is also facing valuation problems in equity investment,enterprise merger and IPO listing 。This paper uses the method of combining theoretical analysis and case study,on the basis of theoretical elaboration,to study and analyze the case,understand the shortcomings of existing valuation methods,and put forward corresponding improvement suggestions.This paper first expounds the background and significance of the research,then summarizes and comments on the literature at home and abroad,introduces the research methods and ideas of this paper on the basis of clarifying the relevant research results,then expounds the characteristics of the live broadcasting industry and the applicability of traditional valuation methods in the live broadcasting industry;secondly,studies the case,and analyzes the case based on the open data For example,the valuation of each stage.Finally,it summarizes the relative applicable valuation methods.This paper finds that the traditional valuation method is more difficult to apply to the valuation of live broadcast enterprises,and the valuation method based on Metcalfe’s law is more applicable to the valuation of live broadcast enterprises with a short development history;this paper constructs a new valuation model based on Metcalfe’s law through the analysis of industry characteristics and confirmation of key variables,and verifies the valuation through case analysis.