Discussion On The Value Evaluation Of Content Communities Companies Based On RIM Valuation Model

In the Internet era,all kinds of industries can be "Internet +".The emergence of the Internet is the transformation of human communication media,and the media industry and communication industry,as an industry with distinct media attributes,are the first to accept the "Internet genetic transformation" of a number of industries,the combination of the two,the birth of content assets as the main production resources of the Internet content community.Content community is a typical layout mode of Internet media,specifically refers to the content production mechanism,community culture and user interaction network space established by relying on the content ecology,the content resources of the content community include text,images,audio,video,etc.,and the characteristics of the content production form and content dissemination mode of the content community in different content forms are also very different,and its content operation mechanism includes the content production mechanism,the content distribution mechanism and the content-based community interaction.Under this content operation mechanism,the content community has the characteristics of relatively low content cost,relatively high user stickiness,relatively strong monetization ability and relatively high user differentiation barriers.A content community company refers to a content operation as the core business,based on the content supply chain,to gather users with the same interests and hobbies together to form a network community,empower the company’s business through content value and community value,and ultimately realize the company’s value creation.The value transmission path of content community companies is transmitted from "content resources" to "user value",and finally to the "business value" of the enterprise.The value creation model of the Internet content community platform is mainly divided into two types,one is to make direct profits through content payment,and the other is indirect profits,with high-quality content resources to divert traffic,attract user traffic,and achieve profitability through advertising,e-commerce and other monetization methods.At present,the main source of profit for most content communities comes from indirect profits,and the focus of indirect profits is how to effectively connect the needs of marketers and consumers,that is,how to become an excellent "information service provider" for content community platforms.At present,most of the content community companies are in the development period of the enterprise life cycle,and the exploration of their value assessment is conducive to enterprises to deeply understand their own value growth drivers,optimize and adjust the value growth path in a timely manner,and better realize corporate value.Internet content communities have the value creation characteristics of intangible assets and other content assets,such as the high volatility of future revenue and the immature business model,and most of the content community platforms are in a negative income operating condition,so it is obviously not appropriate to use the traditional future cash flow valuation method to value them.In order to fully consider the future earning potential of the existing assets of the enterprise,and combine the future value of the enterprise’s business model,this thesis proposes to use the residual income method to evaluate the value of the content community-based company.This thesis adopts a combination of theoretical analysis and case analysis.Starting from the research background and research significance of the thesis,this thesis reviews the content community,value evaluation and content community company value evaluation,and builds a basic writing framework for the whole thesis.After a preliminary analysis of the value creation characteristics of content communities and content communities,the connotation and application conditions of the residual income model applied to the value assessment of content communities are studied and discussed.In the case analysis section,this thesis selects bilibili,a content community company with medium-length video as the main content resource,for analysis,analyzes the company’s value creation factor,and based on the revenue forecast,fundraising forecast and investment forecast,obtains the value evaluation results based on the residual income model,and summarizes the inspiration of the value assessment results for the value creation of content community companies.In order to provide a certain reference value for the value assessment of other content community-based companies:(1)Content community companies should choose a value creation path suitable for their own development,through the establishment of their own industry barriers,improve core competitiveness,improve the quality of residual revenue;(2)content community companies should improve operational efficiency,improve the efficiency of surplus revenue output;(3)content community companies should pay attention to the cultivation of core competitiveness,continue to empower value creation,and always adhere to the goal of cultivating user loyalty and enhancing user stickiness,so as to improve user value transformation and maximize enterprise value.