Research On Value Evaluation Of Internet Data Assets Of Enterprises

Data assets are regarded as the "minerals" and "oil" of the new century,however,its true value is only revealed in the process of "internal consumption" and "external transactions",which makes the pricing of data assets difficult.As a new thing,the pricing mechanism of "internal consumption" of data assets has no precedent to follow,and has the characteristics of repeated production processes and ambiguous cost structure,which makes it difficult to measure with cost indicators.For the "external transactions" of data assets,all big data trading network platforms have their own systems,the pricing mechanism behind the commodity prices of data assets is not transparent,the authoritative model in the pricing system is missing and the reference model is not mature,resulting in unfair transaction prices.All in all,there are many uncertainties in the pricing process of data assets from the supply side to the application side,which seriously hinders the release of data dividends and the development of digital economy,and in this context,a systematic,comprehensive and in-depth study of the pricing of data assets has rich theoretical and practical significance.After sorting out the relevant theories of data asset pricing mechanism and clarifying the connotation boundary,constituent links and operation mode of data assets,this dissertation analyzes the particularity of data assets of Internet enterprises in the pricing process,makes full use of the more applicable multi-period excess earning method,constructs a reasonable model for the pricing of data assets of Internet enterprises,adopts the idea of residual method to calculate the value of the underlying data assets of the enterprise,combines the pricing ideas of the real option method,and comprehensively considers the operation and maintenance costs,value volatility and other factors of data assets.In order to correct the value of the data assets of the enterprise,the share of the value of the data assets is calculated according to the combined asset value evaluation system constructed under the analytic hierarchy method.This dissertation takes Meituan,an Internet representative enterprise,as a specific exploration object,predicts the basic situation of its future cash flow based on the annual report data,and substitutes the prediction results into the model to calculate the data asset value of Meituan Enterprise.The validation results confirm Schonberger’s theory that the value of data will be reflected in the widening gap between book value and market value on the balance sheet.After completing the construction and case analysis of the pricing model of data assets of Internet enterprises,this dissertation puts forward four suggestions from the perspectives of the national government,the evaluation team,the data platform and the transaction parties,respectively,to strengthen the construction of the legal system related to data right confirmation,improve the professional evaluation level of data assets,build a database platform for data assets,clarify the types of transactions,and ensure the standardization and transparency of pricing and transaction processes,and put forward five prospects for the future development of data assets.The establishment of this model effectively solves the problems of undervalued Internet enterprises,high transaction costs of data assets,and inactive data asset market,and the application of comprehensive methods eliminates the uncertainty of traditional asset pricing methods in the application process,and provides certain ideas and methods for the pricing process of data assets of Internet enterprises.