| With the continuous development of technology,the way to watch online videos is getting richer and richer,and the video industry is developing rapidly.At the same time,online video enterprises such as Beili Beili,Akiy,Mango TV have been listed,which has attracted strong attention from the capital market,and Internet giants such as Tencent and Ali have also taken shares in the video industry.This phenomenon shows that the data assets of video enterprises that Internet enterprises want to acquire have great strategic value.However,online video enterprises have the characteristics of light assets,coupled with its profit model is different from other enterprises,if the traditional valuation methods are still used to value their data assets,it may lead to misvaluation and underestimation of its value,so it is necessary to explore the methods suitable for the evaluation of the value of data assets of video enterprises.Based on the advantages and evaluation challenges of video enterprise data assets,this thesis selects online video enterprise data assets as the evaluation object.Firstly,it composes the relevant literature at home and abroad,constructs a framework for data asset assessment and selects specific assessment methods,so as to lay a theoretical foundation for the later research.Secondly,the advantages and disadvantages of different valuation methods are analysed.On the basis of user value,the Guotai Junan model is selected as the basic model for valuation,and suitable parameters are introduced to improve the valuation parameters of the Guotai Junan model according to the characteristics of video enterprises,so as to construct a value assessment model suitable for online video websites.Then,the improved user value method was used to evaluate the enterprise value of Akiyip online video enterprise as an example,and then the value of data assets was calculated based on the enterprise value using Monte Carlo simulation of the improved hierarchical analysis method to calculate the share rate of data assets to verify the validity of the model.Finally,the applicability and limitations of the improved user value model based on the online video enterprise value assessment are analysed in conjunction with the assessment results,and corresponding suggestions for enterprise data asset value assessment are put forward in terms of data assets,the meaning of user value and the selection of model parameters.Taking the user value method as an entry point,this thesis proposes a new way of thinking for the valuation of Internet enterprises in the case of the failure of traditional valuation methods for them.The feasibility of the method is initially verified,and the improved user value model avoids to a certain extent the phenomenon of overestimating the value of enterprises as the number of users grows,but there are still shortcomings such as the revision and construction of the model is not perfect and the scope of application is not broad,improved user value model avoids to a certain extent the phenomenon of overestimating the value of enterprises as the number of users grows,but there are still shortcomings such as the revision and construction of the model is not perfect and the scope of application is not broad,which require subsequent in-depth research. |
