| The wide application of mobile terminal devices and the vigorous development of Internet technology promote the diversification of consumption scenes,and at the same time make the services provided by Internet to residents’ life spread more deeply and widely.Fresh electricity,with the development of e-commerce big trend and development in ecommerce industry,fresh electricity for fresh product easy to loss,online sales of low margin makes it,but since the second half of 2012,the Internet technology mature and the improvement of the online service makes more and more enterprises to join the fresh electricity,industry rapid development,There have been a variety of new fresh electricity business models such as pre-warehouse,store warehouse integration,O2 O platform,community group buying,and some small and medium-sized fresh electricity business enterprises due to high cost and capital chain fracture facing closure or merger.At the ebb of the whole industry,the outbreak of COVID-19 at the beginning of 2020 limits offline activities while promoting online consumption in China.The development of online food consumption makes the fresh e-commerce industry usher in the spring of development,and also attracts numerous investors to flood into the fresh e-commerce track.Therefore,accurate valuation of fresh e-commerce enterprises has become an urgent problem to be solved.However,due to the fresh e-commerce industry is still in the development stage,the profit model of most enterprises has not gone through,the lack of comparable companies,few listed companies,relevant data is difficult to obtain and other characteristics,so that the traditional evaluation method is difficult to accurately evaluate the value of fresh ecommerce enterprises.In order to carry out a more accurate valuation of fresh e-commerce enterprises,first of all,this paper combs the relevant research results of domestic and foreign scholars from the three aspects of enterprise value,Internet enterprise value and fresh e-commerce industry,and summarizes the theoretical basis of enterprise value theory,Internet enterprise value theory and user value.Then the fresh e-commerce industry and the development of prewarehouse fresh e-commerce are detailed,the fresh e-commerce enterprise value evaluation status and value influencing factors,for the selection of reasonable valuation method to provide research support.Secondly,this paper analyzes the applicability of the application of traditional evaluation methods in the value valuation of fresh food e-commerce enterprises.It proves that it is difficult to use traditional evaluation methods to evaluate it,and then introduces DEVA valuation method based on user value.Meanwhile,the applicability of DEVA valuation method is analyzed,and the necessity of revising this method is expounded.Value to users,the relationship between corporate value and user value,on the basis of the initial investment cost basis indexes such as correction,based on the particularity of fresh electricity industry,with a single user is mean monthly purchase frequency and guest unit price per user average contribution value,at the same time considering the member users huge contribution to revenue into paying membership retention rate and permeability,To build the revised DEVA evaluation model.Then,the case analysis method is adopted,the revised DEVA valuation model is used to evaluate the representative fresh food e-commerce enterprise Ding Dong Mai CAI in the pre-warehouse,and the PEG model is used to evaluate.The evaluation results of the two models are compared with the market value of Ding Dong Mai CAI on the evaluation base day,and finally the research conclusion is drawn.The results show that the value of Ding Dong Mai CAI enterprise evaluated by the revised DEVA valuation model is more consistent with the base day market value,which verifies the feasibility and effectiveness of the revised DEVA valuation model to evaluate the fresh food e-commerce enterprise value.In the end,the deficiencies of the research in this paper are clarified,and the prospects are put forward for the improvement of the value evaluation system of fresh e-commerce enterprises in the future. |
