Research On The Application Of User Value Valuation Method In Self-media Enterprises

With the rapid development of modern information technology,we media platform based on Internet has gradually become the mainstream information media.However,due to the short development history of we media enterprises,they are still in the process of exploring and advancing,and there are such phenomena as the changeability of business model,unstable profit status and lack of financial data,which make the traditional enterprise value valuation theory is not applicable to the value evaluation of we media enterprises.Based on the characteristics of we media enterprises,this paper identifies users as the fundamental factor of enterprise value evaluation,proposes the user value method valuation model,improves the modern enterprise value valuation method,and solves the growing market demand for we media enterprise value evaluation.This paper first explores the characteristics,business models and value sources of we media enterprises,comprehensively analyzes the limitations of traditional valuation theories on we media enterprises based on literature,and determines the policy of analyzing the value of we media enterprises from the perspective of users.Then,based on guotai junan valuation model,the number of active users and liquidity factors are optimized and improved,an innovative user value method valuation model is proposed,and the definition of premium coefficient,node distance and other parameters in the model is defined,and the parameters are reasonably analyzed,summarized and quantified according to the definition.Then,micro-blog enterprises are selected as the research object of the user value method valuation model,and the model parameters are calculated by using the annual data published by micro-blog enterprises.According to the calculation results,the evaluation value of micro-blog enterprise value is obtained,and the accuracy of the evaluation model is verified by comparing with the market value of micro-blog.Finally,the paper summarizes the difficult problems that should be paid attention to in the process of using the user value method in the enterprise value evaluation,and puts forward the solutions based on the case of this paper,so as to provide enlightenment to the subsequent researchers.Based on the theory and practice,this paper constructs a new enterprise value evaluation model based on user resources,and applies it to the enterprise value evaluation of microblog,providing a new scheme for the value evaluation of new asset-light enterprises such as we media.For the parameter of premium coefficient,according to the relation between the origin of premium phenomenon and the p/e ratio,a method of representing premium coefficient by p/e ratio is put forward.According to the definition of node distance,the node distance is quantified from the user's evaluation of enterprise comprehensive ability.Based on the data of micro-blog enterprises,the source process of each model parameter is demonstrated,and the value of micro-blog enterprises is calculated by substituting the model formula,which is within a reasonable error range with the market value of micro-blog.The feasibility and accuracy of the parameter quantification process and the user value method are proved,and the practical value of the user value method model is improved.