The Assessment Of Enterprise Value Based On O2O Model Of Retail Listed Corporations

In the past 40 years, the scale of the Internet enterprise growing and the rapid progress of Internet technology not only influence and reshape people's life, but also gave birth to the arrival of a big data era, impact profoundly on China's share in the market of all types of industries. From the whole point of view, the retail industry which used to establish entity management is influenced most by the Internet industry. In order to adapt to the times development and maintain the former shares, the retail industry is also trying to transition, combining its operation with the development of Internet technology by using the O2O mode. However, under the new operating mode, traditional value evaluation method of this kind of company has limitations in feasibility, rationality, comprehensive in a certain extent. Therefore, for the O2Omode retail companies, adopting a new value assessment method has become a priority.This paper first proposes the research ideas and methods by combing the context of comprehensive research results, then discuss the research situation at home and abroad from the following four aspects: the comprehensively research findings of enterprise value evaluation, the current evaluation research status of retail company which using O2O mode, the current evaluation research status of Balanced Scorecard, the comprehensively research findings in the foreign country. Then this paper takes the basic situation of the retail industry O2O mode and the characteristics of the company's value as the starting point, discusses the theoretical basis of this paper and evaluates the traditional value evaluation methods, emphasizing the application of Balanced Scorecard in the evaluation of listing corporation. Next, this paper mainly analyzes the factors of the Balanced Scorecard and constructs of the index system from the four aspects of financial, customer, internal control process, learning and growth. Then take SUNING COMMERCE GROUP CO.LTD for example, according to the established corporate value evaluation index system we can verify the feasibility of this method. Finally, this paper would make the conclusion about Balanced Scorecard application in the O2O mode of retail industry.This paper use the balance scorecard evaluation method in the O2O mode of retail companies to assess the intrinsic value, aiming to find out the suitable company value assessment methods and models in the current market situation.