Research On Valuation Of WeChat Public Accounts Based On STR Model

In the era of rapid development of the Internet,our lives are all related to data.Traditional industries have also shown new vitality due to the development of big data technology.At present,a large number of brand-new industries related to computers and the Internet have emerged in various fields of the economy.In this era of big data,data is integrated with various Internet products to form a variety of data assets.The purpose of this article is to explore the value evaluation of self-media platform,a new platform data asset,and select WeChat public account,a widely used self-media asset target,to conduct an empirical analysis of the value evaluation.As one of the most common mobile terminal applications in China,WeChat has achieved explosive growth in the number of users in the past ten years.As the transformation and development of traditional media,WeChat official accounts are one of the main ways for companies to expand their influence or establish communication platforms for individuals.So far,there have been tens of millions of WeChat official accounts.We-media,represented by the WeChat official account,has changed the way people obtain and share information,and the extremely large number of users behind it enables the operation of the official account to bring considerable benefits while also deriving a vast commercial space.In this context,there have been many acts of trading official accounts.Although the government has formulated relevant regulations and technical support for the transaction of official accounts,there is still a lack of sufficient scientific research results in the valuation of official accounts and a lack of reasonable price references.And this article is written for perfecting related research and providing theoretical reference.Based on the characteristics of WeChat official account as a virtual asset of the network,this article provides a theoretical basis for the establishment of the value evaluation model of WeChat official account by analyzing the theory of network externality,network word-of-mouth effect and brand effect,and further analyzes machine learning and multiple measurement combining other methods to evaluate the value of WeChat official accounts.The assessment time of WeChat official account assets is December 1,2020,and the assessment value type is the market value for the purpose of trading.The article obtains the number of fan users of different WeChat public accounts,the reading of the headline articles,the ratio of male and female fans,and the relevant price by crawling a we-media platform trading website,and uses each characteristic index as an explanatory variable,and the price as the Explain the variables,combine the BP-MIV neural network algorithm and econometric model to explore the non-linear impact between relevant characteristics and platform value,and perform regression analysis on the price of the public account to obtain the impact between each influencing factor and the value of the WeChat public account relationship.It is hoped that the research conclusion of this article can provide some reference for future related research.