基于改进的用户终身价值模型的互联网电商企业价值评估  

Evaluation of the Internet e-commerce Enterprise Based on the Improved User Lifetime Value Model

作　　者：朱冬元[1] 刘佳[1] Zhu Dongyuan;Liu Jia(China University of Geosciences,Wuhan 430074)

机构地区：[1]中国地质大学,武汉430074

出　　处：《中国资产评估》2023年第5期4-12,共9页Appraisal Journal of China

摘　　要：网络时代下,互联网电商企业发展势头迅猛,对互联网电商企业的价值评估对于并购融资等各项经济业务的开展具有参考作用,此类型评估理论方法的研究亟待丰富与完善。由于用户资源是互联网电商企业价值的驱动因素,因此本文在对比分析常规评估方法适用性的基础上,引入BASS模型对已有的用户终身价值估值模型中活跃用户数的预测进行改进,利用改进后模型对唯品会进行价值评估,并分析评估结果的可靠性,提出未来的研究展望,以期丰富互联网企业价值评估的理论方法研究。In the network era,Internet e-commerce enterprises are developing rapidly.The evaluation of the value of Internet e-commerce enterprises has a reference role for the development of various economic businesses such as merger and acquisition financing.The research on the theoretical method of this type of evaluation urgently needs to be enriched and improved.Because the user resource is the driving factor of Internet electric business enterprise value,on the basis of comparative analysis of the applicability of conventional evaluation method,the introduction of BASS model of existing user lifetime value valuation model prediction,using the improved model of Vipshop value evaluation,and analyzed the reliability of the evaluation results,put forward the future research outlook,in order to enrich the theoretical method of Internet enterprise value evaluation research.

关 键 词：互联网电商企业 用户终身价值 BASS模型 价值评估 

分 类 号：F275[经济管理—企业管理]