Valuation Of Data Assets Of Publishing Enterprise Based On The Improved Multi-period

The Internet is in the ascendant,and big data technology has become an important product in the Internet industry.It can help enterprises digitize their economic activities and make them more efficient and convenient.As the core of big data technology,data assets contain great value.Affected by the Internet,all walks of life have developed in a coordinated way,and publishing enterprises have gradually entered a new stage of digitalization,responding to the call of the country.In order to give full play to the role of data assets in publishing enterprises,it is particularly important to reasonably evaluate the fair value of data assets.However,the research on the value evaluation of data assets of publishing enterprises in China is not mature enough and lacks a comprehensive and systematic value evaluation system.This thesis takes the data assets of publishing enterprises as the research object,and systematically studies the evaluation methods based on the modified multi-period excess return model and the combination weighting model,which has certain reference value for improving the data assets evaluation system.In this thesis,the multi-period excess return method and portfolio weighting method are used to study the valuation of published data assets.The purpose of this thesis is to evaluate the value of publishing enterprise data assets based on the revised multi-period excess return model and portfolio empowerment model.This thesis is mainly divided into four parts.The first part systematically expounds the research background and significance,further analyzes the relevant literature and introduces the relevant theoretical content.The second part analyzes the current situation and difficulties of data asset value evaluation of publishing enterprises,and then studies the applicability of traditional and non-traditional evaluation methods.At the same time,the data asset value evaluation model is constructed.The basic step of this process is to first peel off the value of off-balance sheet intangible assets with multi-period excess income method,and then calculate the excess return of data assets with portfolio weighting method.Then multiply the off-balance sheet intangible assets and the excess rate of return to get the appraised value of the data assets.The third part is the case analysis,which selects Phoenix Media to test the applicability of the evaluation model constructed in this thesis.The fourth part summarizes the full text and looks forward to the future.The research conclusions of this thesis include: first,the multi-period excess return method and combination weighting method used in this thesis have more application value than the traditional evaluation methods in the evaluation practice,propose a new idea for the data asset value evaluation of publishing enterprises,and present the model intuitively through the specific operation process.By using the model,the total data asset value of Phoenix Media Company on December 31,2021,the base date of evaluation,is 85.08 million yuan.As you can see,the value of these data assets has reached a certain scale.Secondly,the construction and application of this research will help publishers to identify their data assets,so as to promote the healthy development of Chinese data trading market.At present,research on data assets mainly focuses on Internet companies,but rarely involves publishers.Therefore,this thesis aims to raise publishers’ attention to data assets by exploring these problems.In addition,with the increasing of Chinese publication data,this study will provide the basis for the market value evaluation of Chinese publication data and promote the marketization process of Chinese publication data.