A Study On The Valuation Of Kuaishou,an Internet Media Enterprise From The Perspective Of Media Operation And Management

From the PC era to the mobile Internet era,the global Internet industry has continued to develop rapidly,bringing subversive changes to human life.The "2020 China Internet Development Trend Report" pointed out that in early 2020,the new crown epidemic swept the world,and the global economy was forced to press the "pause button".With its unique advantages,Internet companies continue to develop new businesses,online education,online office,medical consulting and other online demand is strong,and the revenue and business volume of Internet platforms have increased significantly.With government support and market expectations,the market value of Internet companies is still at a high level.On February 5,2021,Kuaishou was listed in Hong Kong,and its stock price soared on the first day.Also as the head of Internet media,the double competition between Kuaishou and Douyin is becoming increasingly fierce.In the capital market,the market value of Kuaishou after listing continues to decline,but the valuation of unlisted Douyin continues to rise,which is a unique phenomenon that once again pushes the valuation of Internet media companies to another height.In order to explore the underlying logic behind the valuation of Internet media enterprises Kuaishou,this article first briefly introduces the definition characteristics of the new economic background,explains the background of high-valued Internet enterprises,focuses on the important indicators of the valuation of Internet enterprises,and analyzes the overall development of Kuaishou in detail.Secondly,the main business and media operation and management characteristics of Kuaishou are analyzed.Third,the market value changes before and after the listing of Kuaishou will be sorted out,the relevant media reports and institutional research reports will be sorted out and analyzed,and the methods and ideas of its valuation will be summarized.Finally,the listed Kuaishou and the unlisted Douyin are compared and analyzed from many aspects,and the importance of market value management from the perspective of media operation and management,as well as the importance of overseas users for the valuation of Internet media enterprises Kuaishou is summarized.Through research,it can be seen that: First,the valuation of Kuaishou before listing is so high,the internal reason is that its basic disk is stable and the realization efficiency is improved;the external reason is that its listing time coincides with the enthusiasm of the secondary market and the promotion behind the capital force.Second,the internal reason for the rapid decline in Kuaishou’s stock price is that the growth rate of Kuaishou users has slowed down and the community gene has hindered the later commercialization process;the external reason is the continuous strengthening of policy supervision and the decline in market expectations.Third,Kuaishou has formed a unique system in the process of operation and management.In the process of operation,we always uphold the principle of fairness and inclusiveness,take "enhancing everyone’s happiness" as the original intention,take the lead in positioning the sinking market,use the trust relationship to accumulate a large number of sticky users,and continuously promote its commercialization process;at the management level,actively carry out technological upgrades,adjust the organizational structure many times,actively explore the commercialization path internally,and invest in the layout of foreign investment many times.Fourth,through the comparative analysis of Kuaishou and Douyin,it is more certain that although short-term factors will affect the stock price of Internet media enterprise Kuaishou for a while,in the long run,its user coverage and commercialization process are the real factors that determine its market value level.In general,the biggest factor affecting the valuation of Internet media enterprises Kuaishou lies in the competition and conversion of users,and market value management is also the highlight of its media operation and management.No matter how Internet media companies attract users,they will eventually return to traffic,user information and business conversion,and when the domestic user penetration rate is high,the war will continue to the international market.The gap between Kuaishou and Douyin in the international market will become an important factor in the valuation difference between the two,and the accumulation and conversion of overseas users will be expected to contribute more increments to the valuation of Internet media enterprise Kuaishou.