Research On Investment Value Valuation Of WeChat Official Account

With the vigorous development of the Internet,We-media has emerged in large numbers,attracting a lot of attention.Looking at the entire online self-media market,the WeChat public platform not only has an early origin and has accumulated high popularity,but it is also monetized in various ways during its operation.Some WeChat public accounts with stable operations and a large number of fans have relatively high commerce.From the initial single WeChat official account,through several rounds of financing,the organization,large-scale,and even access to the stock market have occurred from time to time.Aswath Damodaran said: "Valuation is the soul of all investment decisions." Therefore,in the context of WeChat official account investment and financing,it is very important to valuate the value of WeChat official account.Therefore,this article conducts a research on the valuation of WeChat official account..This article first defines the WeChat official account and investment value,and points out that the research object of this article is the WeChat official account that relies on content development.Further analyze the value sources of WeChat official accounts,including user value,head premium and management factors.The value source of the WeChat official account is used as the value evaluation research to determine the theoretical basis of value.Then,we analyzed the current situation around the investment and financing of WeChat official accounts,and found that in the capital pursuit of profit,WeChat official accounts that have been recognized and pursued by capital have the characteristics of focusing on vertical fields and high-quality content.Due to the fact that assets of WeChat official accounts are difficult to identify and individual differences are obvious,value evaluation is difficult.This article finds a breakthrough in the development path of WeChat official accounts.For the content of WeChat official accounts,the establishment of a company is the only way in the development of most WeChat official accounts.Therefore,there is a high overlap in characteristics with Internet companies.Therefore,when evaluating the value of a single WeChat official account,this article refers to the Internet enterprise value evaluation method and chooses Metcalfe's law for research.Starting from the analysis of the value source of the WeChat official account and the characteristics of investment and financing,Metcalfe's Law has been improved in terms of the number of indicators and the determination method,and the head premium coefficient and compliance coefficient have been added.Use index analysis and value determination to calculate the evaluation value interval.This method can reasonably evaluate its value in the early stage of public account financing.Finally,through case evaluation,the improved Metcalfe's law is applied.Taking the S WeChat official account as the evaluation object,the coefficients in the model were determined and estimated,and the final evaluation value interval was obtained through the improved Metcalfe's law for reference in the next round of financing.