互联网平台用户数据资产收益估算方法研究
Research on the Estimation of the Return of the Internet Platform's User Data Assets
雷小乔1
作者信息
摘要
估算数据资产收益能为估算数据要素收入提供重要参考,也是用未来收益现值法对数据资产估价的必要步骤.本文以互联网平台为例,探讨用户数据资产收益的估算思路.在界定相关概念后,本文提出三种估算方法,即基于收入成本流的方法是将用户数据对应的收入增加量和成本减少量相加,再扣除相关成本,得到用户数据资产收益;基于用户消费价值/平台信息服务价值的方法是利用平台单位、用户、广告主三者间经济交易流量间的平衡关系估算用户数据资产收益;简化估算方法是在平台单位基础财务资料和运营资料的基础上,用简单推算的方法估算用户数据资产收益.最后,本文对三种方法的基本思路、优缺点、难点进行了比较.
Abstract
Estimating the return of data assets can provide important reference for estimating the return of data factor,and it is also a necessary step of valuing data assets using the present value of future returns.Taking the Internet platform as an example,this paper discusses the idea of estimating the return of platform's user data assets.After defining the concepts,this paper proposes three estimation methods:the method based on the income/cost flows is to calculate the return of user data assets by adding the increase of income and reduction of cost related to user data,and deducting related cost;the method based on user consumption value/value of platform information service is to calculate the return of user data assets by using the balance of the transaction flows among the platform,users,and advertisers;the simplified method is to estimate the return of user data assets based on the basic financial data and operating data of the platform.Finally,this paper compares these methods in the ideas,pros and cons,and difficulties.
关键词
互联网平台/用户数据资产/数据资产收益Key words
Internet Platform/User Data Assets/Return of Data Assets引用本文复制引用
基金项目
教育部人文社会科学研究青年基金项目(22YJC910006)
出版年
2024
NETL
NSTL
万方数据