价值共创视角下短视频企业价值评估研究  

Research on Value Evaluation of Short Video Enterprise From the Perspective of Value Co-creation

作　　者：刘尚冉 李朝红 Liu Shangran;Li Chaohong(School of Economics and Management,Southwest Forestry University,Kunming 650224,Yunnan,China)

机构地区：[1]西南林业大学经济管理学院,云南昆明650224

出　　处：《绿色科技》2024年第17期268-275,共8页Journal of Green Science and Technology

摘　　要：近年来,随着互联网技术特别是5G技术的快速发展,短视频APP已经成为人们生活中不可缺少的一部分。短视频行业前景广阔,未来更为可期,所以对短视频企业价值评估的需求也越来越迫切。因此基于价值共创理论、梅特卡夫定律和“国泰君安”估值模型,构建适用于短视频企业价值评估的估值模型。相比其他估值方法,改进的“国泰君安”估值模型体现用户是这类企业价值创造的主导者,并且将企业整体价值进行细分,分为内容消费用户价值和内容创造用户价值两部分。最后选取“哔哩哔哩”企业作为评估案例进行分析,所得到企业价值为348.33亿元,与总市值相差-1.91%,评估得出的企业价值与总市值接近,说明改进的“国泰君安”估值模型具有较高的适用性。In recent years,with the rapid development of Internet technology,especially 5G technology,short video apps have become an indispensable part of people's lives.Short video industry has broad prospects and the future is more predictable,so the demand for short video enterprise value evaluation is becoming more and more urgent.Therefore,based on value co-creation theory,Metcalfe's law and Guotai Jun'an valuation model,a valuation model suitable for short video enterprise valuation is constructed.Compared with other valuation methods,the improved Guotai Jun'an valuation model reflects that the user is the dominant player in the value creation of such enterprises,and the overall value of enterprises is subdivided into two parts:content consumption user value and content creation user value.Finally,Bilibili is selected as an evaluation case for analysis.The enterprise value obtained is 34.833 billion yuan,which is 1.91%different from the total market value.The enterprise value obtained by evaluation is close to the total market value,indicating that the improved Guotai Jun'an valuation model has high applicability.

关 键 词：价值共创 短视频企业 “国泰君安”估值模型 

分 类 号：F724[经济管理—产业经济]