Eastern Fortune’s Data Asset Value Evaluation

With the deepening and development of the digital economy,the traditional financial industry and Internet companies have achieved in-depth integration between industries,and innovations in Internet financial models have emerged one after another.As a segment of the Internet finance market,the Internet financial information service industry has been exposed to an increasing amount of data and data types,including transaction data and interactive data;including the use of financial information platforms to accumulate internal customer behavior data.It also includes financial data obtained from upstream departments(Shenzhen Stock Exchange,Shanghai Stock Exchange,consulting companies,data collection departments,government departments).These massive amounts of data are gradually forming the core data assets of enterprises based on big data technology in the context of the digital economy.Internet financial information service companies use data mining analysis,intelligent algorithms,machine learning technology,and information systems to fully tap the potential value of their data assets.Only then can companies improve key business processes and links,and more effectively meet the financial needs of long-tail customers.Gain a competitive advantage,thereby enhancing corporate value.At present,research on the Internet financial information service industry focuses on the enterprise level,focusing on the growth of enterprise value brought about by customer stickiness,but there are many gaps in the definition of data assets and value evaluation of this type of enterprise.Based on the analysis of the data assets of the Internet financial information service industry,this article selects the industry’s leading company-Eastern Fortune to conduct individual analysis.First,analyze the definition,characteristics,and value influencing factors of data assets based on the literature review,and combine with the business model of the Internet financial information service industry to further discuss the types of data assets in the industry.Secondly,focusing on the business model of Eastern Wealth,we conducted in-depth research on the sources,types,value creation process,and application scenarios of Eastern Wealth’s data assets,and then chose to use different evaluation methods according to the different operating models of Eastern Wealth’s data assets.For data assets that are embedded in the securities brokerage business and interact with other corporate assets to contribute to corporate value,use the analytic hierarchy process and calculate the value of the data asset value contribution weight to separate the value of the data asset under this type of application from the overall intangible asset value;One category is financial data terminal products that can be independently traded.Due to the characteristics of large R&D investment and income uncertainty,the real option method is used for valuation.Finally,the total value of data assets is obtained by adding the asset values in the two types of application scenarios.Discussing issues such as the definition,characteristics and mechanism of data assets and specific scenarios in the Internet financial information service industry will help companies of this type transform their data assets into business enablement,and actively expand to include securities,funds,futures,Wealth management ecosystems,including small loans,are more conducive to enriching the theory of data asset value evaluation,promoting the full release of data value,and strengthening the operation and management of their data assets in the context of the digital economy.