Research On Evaluation Of Internet Electronic Commerce Enterprises Value Based On The Real Option Theory

In recent years,with the continuous progress of Internet technology,the development of e-commerce enterprises has made remarkable achievements.With the continuous expansion of the enterprise team and scale,it is very important to carry out accurate valuation of e-commerce enterprises.When the e-business enterprise is facing the merger and reorganization,the reasonable value evaluation will benefit the manager to accurately position the enterprise's own value,and then make the best development decision and strategic plan.In the face of major project investment,the understanding of the enterprise's own value is conducive to making full use of the flexibility of decision-making and realizing the maximization of enterprise value.It is very important to choose an appropriate method to evaluate the accurate value of e-commerce enterprises.E-commerce enterprises in the industrial structure,profit model has obvious different with traditional enterprise,so the value of some commonly used evaluation methods may not apply to electronic commerce enterprise,at the same time,the assessment in the industry also has not been unified an accepted method of electronic business enterprise value assessment.In this paper,first of all,and the profit model of e-commerce enterprises is introduced,analysis of the limitations of the traditional electronic commerce enterprise evaluation,and then in the electronic commerce enterprise value evaluation of the introduction of the concept of real options,and analyzes its usability.Then build an e-commerce enterprise value evaluation model,and USES the domestic e-commerce enterprises in the typical Beijing Jingdong Century Trading Co.,Ltd.as an example to validate the assessment model,it is concluded that the model can more accurately evaluate the electronic commerce enterprise value and the conclusion,in the future electronic commerce enterprise value evaluation has a certain reference significance.In the end,the paper sums up some shortcomings of the real option method in the value assessment of e-commerce enterprises,and puts forward some Suggestions and Suggestions.