基于应用场景的网络销售类平台数据资产估值——以京东网络销售平台为例  

Valuation of Data Assets on Online Sales Platforms Based on Application Scenarios--Taking Jingdong’s Online Sales Platform as an Example

作　　者：欧阳日辉 曾哲 Ouyang Rihui;Zeng Zhe(China Institute of Internet Economics,Central University of Finance and Economics,Beijing 100080,China;School of Finance,Central University of Finance and Economics,Beijing 102200,China)

机构地区：[1]中央财经大学中国互联网经济研究院,北京100080 [2]中央财经大学金融学院,北京102200

出　　处：《金融理论探索》2024年第5期21-34,共14页Exploration of Financial Theory

基　　金：国家自然科学基金项目“数据要素价值化对企业数字化转型的影响:机制、模式与对策”(72373056);中国建设银行“商业银行数据资产估值研究”课题。

摘　　要：在数字经济时代,重视和加强数据资产管理的迫切性日益凸显,作为平台经济的重要组成部分,网络销售类平台的数据资产估值相关研究对于平台自身业务活动的支撑、行业进步发展的带动乃至我国在世界上的数字经济竞争都显得至关重要。以行业领先地位的京东作为研究案例,分析相关理论逻辑,以传统的数据资产估值方法为基础,结合行业及平台特点进行改进,探索出以应用场景为基础的网络销售类平台数据资产估值方法,将其价值分为用户价值和供应链价值两大部分,最终得到京东在评估基准日数据资产的显性价值457.79亿元以及潜在流量价值4803.41亿元。通过和其他学者的研究结果进行对比发现该结果具有说服性,具备一定的理论和现实意义。从应用场景出发透视数据资产的价值,不仅有助于企业更好地识别和利用自身的数据资源,还将更好地服务于公司的发展目标,推动整个社会朝着数实融合的方向迈进。建议平台、行业和政府形成合力,利用好数据的资产和金融属性,使之融入到各个生产环节,更好地发挥数据资产的经济价值和社会价值。In the era of digital economy,the urgency of attaching importance to and strengthening data asset management has become increasingly prominent.As an important part of platform economy,the research on data asset valuation of online sales platforms is very important for the support of platform’s own business activities,the promotion of industry progress and development,and even China’s digital economy competition in the world.Taking Jingdong,which is in the leading position in the industry,as the research case object,to make up for the relevant theoretical logic,based on the traditional data asset valuation method and combined with the characteristics of the industry and platform,this paper explores the data asset valuation method of online sales platform based on application scenarios,divides its value into user value and supply chain value,and finally obtains the dominant value of Jingdong’s data assets on the benchmark date of evaluation of 45.779 billion yuan and the potential flow value of 480.341 billion yuan.By comparing with the research results of other scholars,it is found that the result is persuasive and has certain theoretical and practical significance.Evaluating the value of data assets from the perspective of application scenarios not only enables enterprises to identify and utilize their data resources,but also better serves their developmental objectives,thereby advancing society toward the integration of digital and real economies more effectively.It is recommended that platforms,industries,and governments form a joint force,fully utilize the asset and financial attributes of data,integrate them into various production links,and better leverage the economic and social value of data assets.

关 键 词：数据资产估值 网络销售类平台 改进收益法 用户价值法 应用场景 

分 类 号：F832[经济管理—金融学]