Study On IP Value Evaluation Of Video We-Media

With the development of the Internet,many “We Media”,such as Weibo,Wechat official account,Tiktok,appear in people's daily life.There is no doubt that the channels and ways in which people share and obtain information are being changed by “We Media”.The huge traffic brought by hundreds of millions of users of “We Media”has brought considerable economic income for “We Media”.The unique video of“We Media” has gradually formed a kind of “We Media” IP,and the existence of this kind of IP undoubtedly adds added value to the “We Media”.At the same time,there are many investment behaviors of buying and selling “We Media” IP in the market.However,at present,the academic research on the value evaluation of “We Media”IP is still relatively few,the definition of “We Media” IP is still controversial,and there is a lack of systematic research on the value of “We Media” IP.However,the lack of formal evaluation institutions and evaluation system hinders the development and value evaluation of “We Media” IP.Therefore,it is urgent to study the IP value evaluation of “We Media”.Based on the current situation of this industry,this paper makes an in-depth study on the value evaluation of “We Media” IP from the basic nature of “We Media” IP.First of all,this paper combs the relevant literature on “We Media” IP at home and abroad,and through the analysis of economic theory and three basic methods of asset evaluation,it determines that the income method is relatively suitable for the evaluation method of the value of “We Media” IP;secondly,after studying the relevant concepts and characteristics of “We Media”,this paper finds that the overall value of “We Media” can not represent the value of “We Media” IP.Therefore,this paper makes a corresponding improvement to the income method,using the combination of analytic hierarchy process and entropy method to obtain the proportion of the value of “We Media” IP to the value of “We Media”,and then using the income method to obtain the value of “We Media” multiplied by this proportion to get the value of “We Media"IP.Finally,taking Li Ziqi,a “We Media”IP as a case,this paper uses the improved income model to evaluate its value and verify the rationality of the model.The conclusions of this paper are as follows: first,by combing the relevant literature of “We Media”,this paper finds that there is a lack of relevant research on the IP value of “We Media” in academic circles,and because “We Media” is a new thing,the definition of “We Media” in academic circles is still controversial;second,after studying the relevant concepts and economic theories of “We Media”,it is found that the income method is relatively suitable for the evaluation of the value of “We Media”.Third,this paper redefines the “We Media”IP,according to the characteristics of the“We Media” IP and its value sources,the “We Media” IP is defined as the copyright in the intellectual property rights.