Research On The Appraisal Of The Online Stores' Disposal Value

With the rapid development of e-commerce,online shopping has gradually become an important way of life consumption.As an important part of e-commerce,online store(referred to as online store)has become the main driving force of e-commerce economy.Online entrepreneurship has also become a good opportunity for personal development,which has led to the emergence of large numbers of online stores.More and more entrepreneurs choose to take over existing high-quality online stores through online store transfers to continue operations in order to better participate in market competition.However,there is currently no more complete method to evaluate the transfer value of the online store.In practice,the determination of the transaction price of the online store mainly depends on the automatic valuation system of the transfer platform and the intermediary personnel to match,and there are direct negotiations between the buyer and the seller Game-based approach,so there is a risk of information asymmetry.As for the value of online stores,there is no clear evaluation standard in the industry,which brings certain obstacles to its evaluation work.At the same time,there are relatively few studies on the evaluation of online store transfer value in China.The related research results mainly focus on the online store's marketing strategy,operation mode,and consumer choice.Therefore,this paper's research on the evaluation of online store transfer value can fill this gap,and has certain theoretical and practical significance.There are a lot of real transaction cases in the practice of online store transfer,and the value of online store involves many indicators,which helps to build an evaluation model.This article provides a way to evaluate the value of online store transfers,that is,to use the market method and the AHP analytical method to evaluate it,which is innovative.The content of this article is divided into seven chapters.The first chapter is an introduction,which introduces the background of the topic selection,research significance and research status,summarizes the research content and research methods of online store value evaluation,and proposes the content structure and research innovation of the article.Difficulties and points.The second chapter is the development process and current situation of the online store,introducing the germination and development process of the online store and its difference from the evaluation of the physical store.Chapters 3 and 4 analyze the influencing factors of online store transfer value and the evaluation method of online store value respectively.The fifth chapter introduces the application of AHP method in the online store transfer value evaluation,and then makes a case analysis in the next chapter.Chapter7 is the conclusion and prospect,and summarizes the shortcomings of this article.This article uses the market correction method and the improved market method based on the analytic hierarchy process to make a preliminary discussion on the value of the online store,and based on this case analysis.Based on the suggestions of e-commerce practitioners and the guidance of experts,this article establishes an online store index evaluation system and scores and revises each index;on the basis of the market law,the AHP is introduced to evaluate the transfer value of online stores As the target layer,the grade factor,recent factor,qualification factor and popularity factor are used as the middle layer,and the influence indicators under the above factors are used as the indicator layer,and the judgment matrix and the analytic hierarchy process model are constructed accordingly.The expert scoring method is used to summarize the hierarchical order of online store indicators,and the maximum eigenvalue of each matrix is ??obtained.After passing the consistency test,the index weights are calculated to improve the market method.Calculate the value of the online store to be transferred separately through the above two methods,and compare the two evaluation values ??obtained with the real transaction price.This article finds that the market correction method uses the analytic hierarchy process to get the evaluation value closer to the real transaction price,so this is used The method has a good accuracy in evaluating the value of online stores and has certain reference significance.In the process of research,the analytic hierarchy process can decompose the influencing factors layer by layer,make a comprehensive judgment and systematic analysis of the online store indicators,and solve the problem of index weights that are not concerned during the use of the market correction method,making some indicators The importance of can be reflected in the evaluation results.At the same time,this article also has some shortcomings.In the study of online store indicators,this article does not take into account the brand awareness of online stores,and does not refine the microscopic indicators.In the establishment of online store evaluation models and case studies,especially in the formulation of market law amendment rules,in the absence of authoritative industry standards,only rely on some consumer consensus in the e-commerce field,relevant literature and the opinions and opinions of practitioners The author's subjective judgment,such a research process lacks rigor.In general,there are many blanks in the theoretical field of online store asset evaluation,which requires the joint efforts of the e-commerce community and asset evaluation agencies to develop in terms of online store value evaluation standards and evaluation methods.It is believed that in the future the asset assessment field can exert its own advantages and better deal with the difficulties faced by the e-commerce field.