Enterprise Value Evaluation Of Digital Platform Under Internet Celebrity Economy

In recent years,the rapid development of network red economy,coupled with the "Fourteen Fifth Plan" of digital economic development of our country to vigorously support digital industry,digital platform enterprises are born relying on network red economic development.Once listed,such enterprises are popular with investors,realize double market value in a short period of time,but the real value of enterprises is doubtful,because the value characteristics of such enterprises are different from traditional enterprise,the traditional enterprise value assessment method is no longer fully applicable.If the new enterprise value characteristics and profit model are not taken into account,the enterprise value may be misestimated and other problems.In order to accurately evaluate the value of digital platform enterprises under the Internet celebrity economy,this paper will carry out evaluation research based on the characteristics of enterprise value.The main contents of the research include the following three points: Firstly,by analyzing the influencing factors of digital platform enterprise value under the Internet celebrity economy from macro,meso and micro perspectives,the value characteristics of digital platform enterprise value under the Internet celebrity economy are confirmed,and the applicability of traditional evaluation methods and evaluation methods based on user value is analyzed,the evaluation method suitable for digital platform enterprise value under the Internet celebrity economy is selected;Secondly,according to the evaluation method selected above,the evaluation model of digital platform enterprise value is more suitable for the Internet celebrity economy;Thirdly,the world show enterprise is selected as the case,the improved model is used for evaluation,and the sensitivity analysis of the parameter changes selected in the evaluation process is carried out to explain the rationality of the parameters selected,so as to verify the accuracy of the evaluation results.The main conclusions of this paper are as follows: Firstly,for digital platform enterprises under the Internet celebrity economy,user resources are the core value,and the platform turnover and user retention rate of enterprises are the key factors affecting enterprise value;Secondly,this paper combines financial indicators and non-financial indicators to evaluate enterprise value,which can not only make up for the defect of traditional evaluation methods that only consider financial indicators,but also take into account the characteristic that non-financial indicators are the key factors of enterprise value of new enterprises;Thirdly,the empirical analysis of selected cases shows that the improved model can better reflect the real value of digital platform enterprises under the Internet celebrity economy by calculating enterprise value based on the real turnover of the platform.The contribution of this paper is to explore enterprise value from the perspective of user resources,learn from the idea of cash flow discount in the traditional income method,on the basis of Metcalfe’s law and customer lifetime value model,combined with the influence factors of digital platform enterprise value under the Internet celebrity economy,modify the relevant parameters of the model,so as to evaluate enterprise value.The financial indicators of enterprises are not only considered.Non-financial indicators are also considered,which has certain reference significance for the value assessment of emerging Internet enterprises.