Research On The Application Of Real Option Method In The Evaluation Of Internet Advertising Media Enterprises' Value ——Take Gravitation Media Co.,Ltd As An Example

At this stage,after years of development,my country's Internet industry has burst out with strong vitality,and its follow-up development momentum is still very strong.The same is true for the Internet-based advertising media industry,especially with the strong support of the government and the active participation and investment of people from all walks of life in this industry,many companies in this industry,especially leading companies,rely on strong capital and often resort to mergers and acquisitions.,share splits,etc.to expand its own scale and seek greater development space.In this process,it is inevitable to conduct a comprehensive,objective and accurate evaluation of the enterprise value,so as to make scientific and reasonable decisions based on the evaluation results,including investment and financing decisions,management and operation decisions,etc.With the gradual start of reform and opening up in my country,a large number of enterprises have begun to rise and develop rapidly,and the capital market has also been established.Under the background of the gradual establishment and improvement of relevant laws,regulations,and policy systems,as well as the rapid social and economic development,the development of the capital market continues.Therefore,it has led to the discussion and analysis of the subject of enterprise value evaluation in the theoretical circle,and its application in the practical circle is also becoming more and more extensive.Nowadays,there are various methods for enterprise value evaluation.As far as the traditional evaluation methods are concerned,there are three most used and most representative,one is the market method;the other is the income method;the third is the cost method.As an emerging industry,the Internet advertising and media industry has significantly different characteristics from other industries,especially in terms of investment decisions,due to the influence of various uncertain factors,it faces greater risks,and may bring great harm to enterprises.The potential investment value is also more.This means that if the value of these enterprises is evaluated only by the above three types of value evaluation methods,it is often impossible to objectively,comprehensively and accurately reflect the real value of the enterprise.As far as the real option method is concerned,it has obvious advantages in evaluating the value of enterprises that are greatly affected by uncertain factors.Therefore,if the above four evaluation methods can be comprehensively used to evaluate the value of Internet advertising media enterprises,the final evaluation result will be closer to the real value of the enterprise in theory.The content of this thesis is mainly composed of the following five parts: The first part is the introduction,which mainly introduces the background of the research,the theoretical and practical research value,the main research methods used,etc.The literatures related to the research are reviewed and sorted out;the second part is a theoretical overview,which mainly expounds the concepts of enterprise value,options,etc.and the main methods of enterprise value evaluation.The third part is the environmental analysis of Gravity Media's value assessment.The internal environment of the company is introduced,the risks and development status of Internet advertising media companies are summarized,and the financial status of Gravity Media is also introduced in detail.The fourth part is to evaluate the enterprise value of Gravity Media Company and analyze the evaluation results.The fifth part is the research conclusion.Firstly,it summarizes the main conclusions drawn in this paper,and based on this,puts forward reasonable suggestions for the value evaluation of Internet advertising media enterprises based on the real option method.