The Research Of The Considering User Value In Internet Enterprise Value Evaluation

In recent years,Chinese economic development has entered a new stage,Internet companies have provided a strong impetus for Chinese economic development.In the process of Internet enterprise development,in order to make financing more smoothly and promote the development of the enterprise,whether it is direct financing or indirect financing,it is necessary to select appropriate evaluation methods to scientifically and objectively display the value of the evaluated enterprise.Traditional enterprises generally have high tangible assets,but Internet companies are different.Light asset management is the characteristic of most Internet companies.In the assessment,it is necessary to focus on external user resources that have great contribution to the value of Internet enterprises.The traditional evaluation method is rare to consider the impact of user value on the value of Internet companies.If the traditional evaluation method is used for evaluation,the value of Internet companies will be underestimated,which is not conducive to the financing development of Internet companies.It can be seen that finding an evaluation method that can fully reflect the value of Internet enterprises to evaluate the value of Internet enterprises,and the method is important to Chinese Internet enterprises.This paper is divided into two parts.First,In the theoretical research part,this paper first summarizes the concept and characteristics of Internet companies,and discusses the advantages and limitations of applying traditional evaluation methods in the evaluation of Internet enterprise value.The analysis of market approach has certain value in the evaluation of Internet enterprises.Feasibility,but the existing market approach has insufficient indicators selection.The evaluation focuses on the impact of financial indicators,and the factors affecting the value of Internet enterprises cannot be fully considered.To this end,this paper introduces indicators related to user value to improve the original enterprise value indicator correction system,and uses the analytic hierarchy process to determine the weight of each indicator,improve the existing market approach evaluation process,and finally get the market approach with user value improvement.In the practical application part,this paper selects Sina as a case,and uses the free cash flow discounting method and the market method to consider the user value improvement to evaluate the corporate value of Sina.The results obtained by the two methods are related to the company in 2018.The average market value is compared,and the reason for the difference is analyzed.The results obtained by the market approach with the improved user value in the two results are closer to the market value,and the difference is smaller,which proves the market considering the improvement of user value.The law can more fully reflect the value of Internet companies.The improved Internet enterprise value indicator correction system can more fully show the value of Internet enterprises,and all use quantitative indicators to avoid,so as to avoid the adverse effects of subjective assumptions,use the market approach that considers the improvement of user value to carry out the corporate value of Sina.The results of the assessment are consistent with their performance in the capital market,which verifies the effectiveness of the market approach considering the improvement of the user value method for the value evaluation of Internet enterprises,and thus provides a useful reference for the choice of Internet enterprise value assessment methods.Evaluating improvements and innovations in industry assessment methods provides new ideas.