媒体数据资产价值评估研究

Research on Value Evaluation of Media Data Assets

大数据时代,媒体数据资产成为公司重要的战略资源,然而行业对媒体数据认识的不全面性以及媒体数据资产价值评估方法的不成熟性,导致这一资产价值未被充分挖掘。通过梳理媒体数据的特征、价值来源及价值影响因素,选用层次分析法对媒体数据资产的价值进行研究,并以我国媒体行业数据化转型的代表南方报业传媒集团为例,将媒体数据资产价值分为质量维度、应用维度和风险维度,能对媒体数据资产价值做出合理的分析并提出相应建议。

In the era of big data,the assets of media data have become an important strategic resource for companies.However,the industry’s immaturity mythologies of media data value evaluation methods may shrink the value it would bring to the industry,that is to say,media data has been underexploited.By sorting out the media data characteristics,value sources,and value influencing factors of the media data,we employed the analytic hierarchy process to study the value of data assets.We divided the media data assets into three dimensions:quality dimension,application dimension,and risk dimension.This three-dimension evaluation approach can make a reasonable analysis of the value of media data assets and put forward corresponding suggestions.