Research On The Application Of Improved CVBC Model In Short Video Enterprise Value Evaluation

With the rapid development of Internet information technology,short videos have presented a lot of emerging content,which is loved by customers,especially by young people,and has become an indispensable part of people’s lives.It is a major tool for people’s daily leisure and entertainment,social and information interaction,and today short video customers and activity have reached new heights.The rapid development of the short-form video industry has also led to competition between companies,but the future of the short-form video industry is bright,and more and more short-form video companies will embark on mergers and listings.As there are significant differences between shortform video companies and traditional companies,which are easily overlooked by asset valuers,it is important to explore a suitable method for valuing short-form video companies.Against the background of the rapid development of short-form video enterprises,this paper selects the CVBC model,which focuses on customer value,as the evaluation method for this paper,by reading and sorting through the relevant literature and combining the definition,characteristics and profit models of short-form video enterprises.Firstly,we introduce the characteristics of short-form video and then introduce the definition,characteristics and profit model of short-form video enterprises.The CVBC model,the evaluation method of this paper,is introduced by analysing the non-applicability of traditional methods.The process of building the model,its applicability and shortcomings are analysed,and the shortcomings are improved,including the improvement of the three model parameters of customer size forecasting,cost per customer acquisition and marginal value per customer,and the use of a grey forecasting model in forecasting customer size.The improved CVBC model and the original CVBC model were used to assess the value of Kuaishou Technology as an example object,and the valuation results before and after the improvement were compared with the market value as at the valuation benchmark date to draw valuation conclusions,verifying that the improved CVBC model is more applicable to the valuation of short-form video enterprises.In order to improve the accuracy of the assessment,we hope that more scholars will conduct more in-depth research and actively explore more new methods in the future,while continuously improving the improvement of the existing methods.