基于BP神经网络的微信公众号价值评估  

Valuation of WeChat Official Account Based on BP Neural Network

作　　者：廖清婷 徐睿 鹿坪[1] Liao Qingting;Xu Rui;Lu Ping(School of Business,Liaoning University,Shenyang 110136)

机构地区：[1]辽宁大学商学院,沈阳110136

出　　处：《中国资产评估》2024年第5期32-39,56,共9页Appraisal Journal of China

基　　金：2023年度辽宁大学本科教学改革研究项目“学科竞赛驱动下的管理类专业创新创业人才培养研究”(d2725454015)。

摘　　要：随着互联网的快速发展,微信公众号已然成为公众获取资讯、休闲娱乐及社交的重要载体,在当今活跃的交易市场中,微信公众号的价值评估已成为投资决策的重要依据。投资者需要确保对微信公众号价值的准确判断,以实现投资价值的合理性和良好的投资回报。同样,转让方也需要确保公众号价值的最大化,以保障自身利益的充分发挥。文章在分析微信公众号价值影响因素的基础上,确定输入层的6个参数指标,并基于BP神经网络构建了评估模型。文章选取了70组微信公众号的指标数据,用MATLAB软件进行网络训练,建立评估模型,并对评估模型进行了检验分析,以期为微信公众号价值评估提供借鉴与参考。With the rapid development of the internet,WeChat official account has become an essential medium for the public to obtain information,entertainment,and socialization.In today's active trading market,the evaluation of WeChat official account has become a significant factor in investing selections.To obtain rational investment value and good investment returns,investors need to make an accurate assessment of the worth of WeChat official account.Similarly,the transferors also need to ensure that the value of the public offcial account is maximized in order to fully pursue its own interests.Based on the analysis of factors affecting the value of WeChat official account,the article identifies six parameter indicators for the input layer and constructs an evaluation model based on BP neural network.The article selects 70 sets of indicator data of WeChat official account,utilizes MATLAB software for network training,establishes an evaluation model,and conducts inspection and analysis on the evaluation model,with a view to providing reference for the evaluation of WeChat official account value.

关 键 词：BP神经网络 微信公众号 价值评估 训练模型 

分 类 号：F84[经济管理—保险]