| With the rapid development of Internet economy, electronic commerce also subsequently rise, the rapid growth of the market share of e-commerce industry in recent years, e-commerce as the main body of the network economy has now attracted a large number of consumers, including the rise of B2C e-commerce is raised, such as amazon, Vipshop, jingdong mall, taobao, etc., so the electronic commerce the competitive market economy will be bigger, thus easy to cause the B2C electronic commerce enterprise listed financing, equity transaction of economic behavior, such as the right to evaluate its to some extent, the guarantee of fair competition can play a role. However B2C e-commerce enterprise assets invisibility of lead to "high" financial profit is low, the market value of the phenomenon is the emergence of the traditional evaluation methods such as market method and cost method and income method are no longer suitable for B2C electronic commerce value evaluation.According to the above problem, this article through the literature review method and qualitative analysis method combined with the analysis of the defects in the traditional evaluation method, according to the characteristics of B2C e-commerce enterprises that profit affected by many factors including not only the enterprise internal factors also easily affected by the degree of developed capital market, the four new evaluation method, the advantages of relative value of the evaluation of four new method method, economic value added (EVA) and the real option method is analyzed so as to choose a more suitable for B2C e-commerce enterprise value assessment method, case is now in the United States in terms of economic development is relatively mature, so this article will mainly by amazon as a case to the B2C e-commerce enterprise value evaluation methods for the empirical analysis, argumentation of the selected evaluation method is suitable for B2C e-commerce enterprise value evaluation. |
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