商品导购类短视频账号的价值评估方法分析

Analysis of the Value Evaluation Method of Short Video Accounts of Commodity Shopping Guides

利用短视频进行商品导购成为当下热门的宣传方式,对商品导购类短视频账号的价值进行合理评估既维护商家和账号拥有者的利益,也能让市场健康发展。本文首先将影响该类账号价值的因素分为内部和外部因素;然后对传统评估方法分析:成本法无法满足评估需求;市场法与收益法理论上可行,但仍存在合理性问题;本文选择将市场法与灰色关联度分析法和夏普利值法结合,对市场法中参照物选取的合理性以及各影响因素权重占比进行修正调整;并根据案例分析A账号的价值,得出结论:市场法结合灰色关联度分析法能够使评估值更合理。

The use of short video for commodity shopping guide has become a popular way of publicity.A reasonable assessment of the value of commodity shopping guide short video accounts not only safeguards the interests of merchants and account owners,but also enables the healthy development of the market.Firstly,this paper divides the factors affecting the value of this kind of account into internal and external factors.Then the traditional evaluation method is analyzed:the cost method can not meet the evaluation needs;the market method and the income method are theoretically feasible,but there are still rationality problems.This paper chooses to combine the market method with the grey correlation analysis method and the Shapley value method to correct and adjust the rationality of the reference selection in the market method and the weight proportion of each influencing factor.According to the case analysis of the value of A account,it is concluded that the market method combined with the grey correlation analysis method can make the evaluation value more reasonable.