Research On Valuation Model Of H Live Broadcasting Enterprise Based On Business Model

With the Internet entering the public view,and because of the outbreak of the epidemic in 2020,at the same time,under the background of the policy of developing the Internet plus,the development of many new Internet enterprises has greatly changed people’s production and life style.Because of the timeliness of information transmission,the live broadcast industry is also familiar with and accepted by the public,and becomes a new way for people to enjoy and entertain in leisure time.The growth rate of China’s live broadcasting market is obvious.The market scale of independent live broadcasting platform has reached 25 billion yuan.In 2021,it is predicted that the market size will reach 40 billion yuan according to multiple research data.Due to the rapid development of live broadcasting,the investment community has paid attention to this hot industry.The market competition in the live broadcasting industry is very fierce.Due to the risk problems that may be caused by the introduction of a large number of capital and the occurrence of a large number of enterprises’ Merger and acquisition,such enterprises with special asset type and profit model can not accurately judge their development direction,It is difficult for the assessment community to predict its future cash flow and operating profit.The use of income method and asset-based method is not applicable to the value evaluation of live broadcast enterprises.Traditional market laws such as P / E ratio,net market rate and market sales rate are no longer applicable.Under such background,how to evaluate the value of such enterprises for investors has great practical significance.Traditional income method and asset-based method can not be used in the evaluation of the value of live broadcast enterprises with high technology,high growth and light assets.It does not reflect the value characteristics of the emerging enterprises based on traffic,so it is of great theoretical significance to select and revise a reasonable value evaluation model for the live broadcast enterprises.The importance of studying the evaluation model of live broadcast enterprises lies in: firstly,for the new commercial entities which appear in recent years,their assets,resource distribution problems,business models and growth cycle will have characteristics,and explore the business model in order to explore the important factors affecting the enterprise value;Secondly,compared with the traditional valuation model,the market method and its amendment can enrich the evaluation methods and systems of such enterprises;Finally,facing the fierce competition of the live broadcasting industry,more and more live platforms adopt capital strategies such as investment and acquisition.The evaluation model proposed in this paper provides more accurate value information for the business managers to their own enterprises and target enterprises.This paper studies the value evaluation of live broadcast enterprises by combining theoretical analysis and case analysis.Based on the existing research in academic circles,through analyzing the business model of live broadcast enterprises,the paper uses the relatively common theory of relative value evaluation on the current capital market,The principal component analysis method is used to revise a valuation model,which can meet the value evaluation of live broadcast enterprises,the multi factor market valuation model,which provides some reference for the investment and financing behavior of capital market.