Research On The Value Evaluation Of Huya Live Broadcasting Enterprise

Live broadcast industry has shown explosive growth since 2016,and has become a new force in China’s economic development.The rapid development of live broadcast industry has attracted a large number of investors,and its demand for enterprise value evaluation is also increasing.On the one hand,value evaluation is helpful for enterprises to understand their own value and provide information support for them to participate in capital operation activities such as M & A and reorganization;On the other hand,it is helpful for enterprises to find the influencing factors and growth points of enterprise value.However,due to the characteristics of more light assets,more special profit model and higher development and risk,live broadcast enterprises are different from traditional enterprises.It is impossible to accurately evaluate the overall value of enterprises by using only one value evaluation method.Therefore,it is necessary to combine the characteristics and evaluation difficulties of live broadcasting enterprises to explore the evaluation method suitable for the value of live broadcasting enterprises.This paper first combs the relevant literature of domestic and foreign scholars on enterprise value evaluation,expounds the basic concepts of enterprise value and enterprise value evaluation,and introduces the current value evaluation methods.Secondly,it introduces the basic situation of Huya live broadcasting,analyzes the competitive advantages,revenue and difficulties of Huya live broadcasting evaluation,and analyzes the applicability of existing value evaluation methods combined with its evaluation difficulties.It is found that there are some limitations in using cost method,market method,income method and real option method to evaluate the value of Huya live broadcasting enterprises,The combination of discounted cash flow method and real option method can reflect the real value of an enterprise more accurately.After that,it uses the comprehensive evaluation model to evaluate the overall value of Huya live broadcasting enterprise,and compares it with the market value,and finds that the value of Huya live broadcasting enterprise is undervalued.Finally,in view of the growth points of enterprise value found in the evaluation,this paper puts forward suggestions on improving enterprise value from three aspects of market value,real value and potential value.