Research On Data Asset Value Evaluation Of Internet Enterprises Based On Modified DEVA Model

With the rapid development of Internet technology,there are more and more Internet enterprises.Bilibili,iqiyi and Tencent are gradually known to us,occupying most of the time in our daily life.From accurate video delivery to customized playlists,data is becoming a very important resource for Internet enterprises,and the status of data assets in enterprises is also increasing day by day.How to reasonably evaluate the data assets of Internet enterprises has become a focal issue.First of all,this paper refers to domestic and foreign scholars on the evolution of the concept of data assets and the relevant research on the value evaluation of data assets,and finds that the definition of data assets is not clear,and there is no universally accepted and applied data asset value evaluation method.Therefore,this paper explains the definition of data assets,analyzes the traditional asset evaluation methods--cost method,market method and income method.It is found that the value of Internet enterprises comes from the users,and the valuation model based on the user perspective can better reflect the value of Internet enterprises.Secondly,the data asset valuation model is compared and analyzed,and it is found that DEVA model is more suitable than other models to evaluate the value of Internet enterprises.However,DEVA model has been more than 20 years since its inception.With the rapid growth of the number of Internet users and the diversification of product styles,The traditional DEVA model has some problems,such as parameter defects and poor applicability,which will overestimate the value of data assets of Internet enterprises,so it needs to be reasonably corrected according to the characteristics of Internet enterprises.Finally,on the basis of DEVA model,this paper studies how user resources create value for Internet enterprises.According to the characteristics of Matthew effect in the Internet industry,the DEVA model is modified,and market share,monthly active users(MAU),average contribution per unit user(ARPU)are introduced.The modified DEVA model is used to evaluate the data assets of Internet enterprises by modifying the square relationship between enterprise value and user number.In this paper,Bilibili Enterprise is selected as the actual case,the data assets of Bilibili Enterprise are understood,the enterprise value of Bilibili enterprise is calculated,and the calculation results are analyzed with the market value.The error range is within 10%,which indicates that the modified DEVA model is suitable for the valuation of data assets of Internet enterprises.