网站价值评估理论研究
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摘要
随着网站作为虚拟社会“媒体”概念的进一步拓展与延伸,传统媒体作为大众传播工具“一对多”的传播方式逐步向网站的“一对一”的传播方式演进,进而,网站价值成为网络广告主投放广告的依据之一。目前,网站间的并购、作价入股、网站的上市等经济活动受到社会各界的日益关注,在上述的经济活动中如果能客观、准确地把握网站的价值,对于涉及活动的双方都具有十分重要的意义。
国内外学者关于网站价值评估的研究甚少,网站价值评估成为一个亟待解决的问题。基于此,本文以网站的经济价值为中心,展开了对网站价值评估的研究。
本文通过对国内外研究现状的分析,提出了网站价值评估研究的目的、研究内容和研究方法,并分别对网站、网站价值、网站价值评估要素等作了相关阐述,为后面的研究提供了必要的理论铺垫。本文分析了典型商业网站和电子商务网站的盈利模式和市场规模,并结合不同类型网站的特点、作用及盈利模式等要素,构建了商业网站、企业网站、电子商务网站的价值评估指标体系和政府网站绩效评估指标体系,评估指标体系的权重确立采用专家打分法、层次分析法(AHP)等相结合。在此基础上,本文提出了不同类型网站的价值评估方法。
With the conception that website is the suppositional society’s medium going a step further exhibition and extend, the“one to more”spreading way of the traditional medium as public communication implement evolves to the "one-to-one" spreading way of website step by step, and then, website value becomes one of testimony for the host of advertisement to put advertisement. At present, the website merger、making a price becoming a shareholder、appearing on the market for website accept the general public's attention gradually, being able to grasp website value objective and accurate in above-mentioned economic activity becomes very important significance to relating to both sides.
The study on the website value appraisal from Home and abroad is few , website value appraisal becomes a problem that is urgent to solve .Owing to this , the paper takes the website economic value as centre and develops the research to website value appraisal.
The paper puts forward purpose、content and method of study on the website value appraisal by analyzing current study situation form home and abroad ,expounds website, website value and website value appraisal key element etc, it has provided necessary theory for the following research. The paper analyzes the representative commerce website and Electronic Commerce website’s profit pattern and marketplace scale, structures the value index system on commerce website, enterprise website, Electronic Commerce website and government website joining the their characteristic, effect and profit pattern and so on. The paper adopts expert marking law、AHP etc to tie the weight of value index system. On the basis, the paper brings forward the value appraisal method of different kinds of websites.
国内外学者关于网站价值评估的研究甚少,网站价值评估成为一个亟待解决的问题。基于此,本文以网站的经济价值为中心,展开了对网站价值评估的研究。
本文通过对国内外研究现状的分析,提出了网站价值评估研究的目的、研究内容和研究方法,并分别对网站、网站价值、网站价值评估要素等作了相关阐述,为后面的研究提供了必要的理论铺垫。本文分析了典型商业网站和电子商务网站的盈利模式和市场规模,并结合不同类型网站的特点、作用及盈利模式等要素,构建了商业网站、企业网站、电子商务网站的价值评估指标体系和政府网站绩效评估指标体系,评估指标体系的权重确立采用专家打分法、层次分析法(AHP)等相结合。在此基础上,本文提出了不同类型网站的价值评估方法。
With the conception that website is the suppositional society’s medium going a step further exhibition and extend, the“one to more”spreading way of the traditional medium as public communication implement evolves to the "one-to-one" spreading way of website step by step, and then, website value becomes one of testimony for the host of advertisement to put advertisement. At present, the website merger、making a price becoming a shareholder、appearing on the market for website accept the general public's attention gradually, being able to grasp website value objective and accurate in above-mentioned economic activity becomes very important significance to relating to both sides.
The study on the website value appraisal from Home and abroad is few , website value appraisal becomes a problem that is urgent to solve .Owing to this , the paper takes the website economic value as centre and develops the research to website value appraisal.
The paper puts forward purpose、content and method of study on the website value appraisal by analyzing current study situation form home and abroad ,expounds website, website value and website value appraisal key element etc, it has provided necessary theory for the following research. The paper analyzes the representative commerce website and Electronic Commerce website’s profit pattern and marketplace scale, structures the value index system on commerce website, enterprise website, Electronic Commerce website and government website joining the their characteristic, effect and profit pattern and so on. The paper adopts expert marking law、AHP etc to tie the weight of value index system. On the basis, the paper brings forward the value appraisal method of different kinds of websites.
引文
[1] Gartner Corporation.The Gartner framework for e-government strategy assessment[R],2002
[2] Accenture.E-government leadership: engaging the customer[R],2003
[3] Brown University (West D M).Global e-government[R],2004
[4] United Nations.World public sector report 2003:e-government at the crossroad[R],2003
[1]张成福,唐钧.电子政务绩效评估:模式比较与实质分析[J].中国行政管理,2004,5
[2]刘兴宇,王彤.政府网站综合评估方法[J].情报科学,2004,1
[3]冯英键.深度审视企业网站的专业性.[EB/OL],http://www.marketingman.net,2004,6
[4]周述文,郭晓军,孙爱平等.电子商务网站的分类及评价初探[J].中国管理科学,2000,11,V8
[5]刘雷鸣,王艳.关于网站评估模式的比较研究[J] .情报学报,2004,4,V23
[1]刘百芳,刘叶.资产属性:财务会计界一个不容忽视的问题[J].经济师,2007,1
[1]徐海成等著.资产评估学[M] .西安:陕西人民出版社,2003
[2]王巍,吕发钦等.网络价值评估上市[M].北京:北京经济科学出版社,2000
[1]邹振华,董江山.商业网站盈利能力的理性分析[J].甘肃社会科学,2006,2
[1]郭丹霞,庄明来.我国三大门户网站盈利模式比较[J].会计之友,2006,11
[1]王新宇.企业人力资源价值评估新模型的探讨[J].科技情报开发与经济,2007,V17(28)
[1] 2007-2008中国互联网调查报告[R]. DCCI互联网数据中心,2008,1
[1]Gartner Corporation.The Gartner framework for e-government strategy assessment[R],2002
[2]Accenture.E-government leadership: engaging the customer[R],2003
[3]Brown University (West D M).Global e-government[R],2004
[4]United Nations.World public sector report 2003:e-government at the crossroad[R],2003
[5]张成福,唐钧.电子政务绩效评估:模式比较与实质分析[J] .中国行政管理,2004,5
[6]刘兴宇,王彤.政府网站综合评估方法[J] .情报科学,2004,1
[7]冯英键.深度审视企业网站的专业性.[EB/OL],http://www.marketingman.net,2004,6
[8]周述文,郭晓军,孙爱平等.电子商务网站的分类及评价初探[J] .中国管理科学,2000,11,V8
[9]刘雷鸣,王艳.关于网站评估模式的比较研究[J] .情报学报,2004,4,V23
[10]刘百芳,刘叶.资产属性:财务会计界一个不容忽视的问题[J].经济师,2007,1
[11]中国资产评估协会.资产评估价值类型指导意见[S],2007
[12]徐海成等著.资产评估学[M] .西安:陕西人民出版社,2003
[13]王巍,吕发钦等.网络价值评估上市[M] .北京:北京经济科学出版社,2000
[14]2006中国商业网站100强[J] .互联网周刊,2006,12
[15]邹振华,董江山.商业网站盈利能力的理性分析[J].甘肃社会科学,2006,2
[16]郭丹霞,庄明来.我国三大门户网站盈利模式比较[J] .会计之友,2006,11
[17]王新宇.企业人力资源价值评估新模型的探讨[J] .科技情报开发与经济,2007,V17(28)
[18]扬子江.网络价值评估[M] .北京:中国人民大学出版社,2002
[19]2007-2008中国互联网调查报告[R]. DCCI互联网数据中心,2008,1
[20]严复海,慈佳,张涛.目标企业价值评估的实物期权定价法探讨[J] .中国管理信息化,2007,10,V10
[21]罗小芳,祝美芳,邹维.电子商务网站盈利模式研究[J] .时代经贸,2007,11,V5(85)
[22]潘海江,韩东方.商业网站价值评估理论方法探讨[J] .中国资产评估,2007,5
[23]卢致杰.基于距离的客户群价值研究[J] .管理工程学报,2006,V20
[24]徐会敏,胡芝春,王勇.网站价值评估初探[J] .商业科技,2007,4
[25]任永功,李义勇,张庆.网站评估指标体系的研究与建立[J] .教育信息化,2004,9
[26]杨明智,庄玉良.电子商务网站评价理论与方法综述[J] .电子商务,2006,2
[27]张炳信.基于实物期权的房地产估价方法研究[D] .武汉:华中师范大学,2007
[28]尹玉杰.论实物期权理论在企业价值评估方面的应用[D] .济南:山东大学,2007
[29]邱红.DEA在网站评估理论中的理论研究与应用[D] .成都:电子科技大学,2005
[30]周慧文.面向公众的政府网站的评估与应用研究[D] .武汉:武汉大学,2005
[31]全国注册资产评估师考试用书编写组.资产评估[M] .北京:中国财政出版社,2007
[32]谢希仁.计算机网络[M] .4.北京:电子工业出版社,2003
[33]吴祈宗.系统工程[M] .北京:北京理工大学出版社,2006
[34]www.dcci.com.cn
[35]www.baidu.com
[36]www.google.com
[2] Accenture.E-government leadership: engaging the customer[R],2003
[3] Brown University (West D M).Global e-government[R],2004
[4] United Nations.World public sector report 2003:e-government at the crossroad[R],2003
[1]张成福,唐钧.电子政务绩效评估:模式比较与实质分析[J].中国行政管理,2004,5
[2]刘兴宇,王彤.政府网站综合评估方法[J].情报科学,2004,1
[3]冯英键.深度审视企业网站的专业性.[EB/OL],http://www.marketingman.net,2004,6
[4]周述文,郭晓军,孙爱平等.电子商务网站的分类及评价初探[J].中国管理科学,2000,11,V8
[5]刘雷鸣,王艳.关于网站评估模式的比较研究[J] .情报学报,2004,4,V23
[1]刘百芳,刘叶.资产属性:财务会计界一个不容忽视的问题[J].经济师,2007,1
[1]徐海成等著.资产评估学[M] .西安:陕西人民出版社,2003
[2]王巍,吕发钦等.网络价值评估上市[M].北京:北京经济科学出版社,2000
[1]邹振华,董江山.商业网站盈利能力的理性分析[J].甘肃社会科学,2006,2
[1]郭丹霞,庄明来.我国三大门户网站盈利模式比较[J].会计之友,2006,11
[1]王新宇.企业人力资源价值评估新模型的探讨[J].科技情报开发与经济,2007,V17(28)
[1] 2007-2008中国互联网调查报告[R]. DCCI互联网数据中心,2008,1
[1]Gartner Corporation.The Gartner framework for e-government strategy assessment[R],2002
[2]Accenture.E-government leadership: engaging the customer[R],2003
[3]Brown University (West D M).Global e-government[R],2004
[4]United Nations.World public sector report 2003:e-government at the crossroad[R],2003
[5]张成福,唐钧.电子政务绩效评估:模式比较与实质分析[J] .中国行政管理,2004,5
[6]刘兴宇,王彤.政府网站综合评估方法[J] .情报科学,2004,1
[7]冯英键.深度审视企业网站的专业性.[EB/OL],http://www.marketingman.net,2004,6
[8]周述文,郭晓军,孙爱平等.电子商务网站的分类及评价初探[J] .中国管理科学,2000,11,V8
[9]刘雷鸣,王艳.关于网站评估模式的比较研究[J] .情报学报,2004,4,V23
[10]刘百芳,刘叶.资产属性:财务会计界一个不容忽视的问题[J].经济师,2007,1
[11]中国资产评估协会.资产评估价值类型指导意见[S],2007
[12]徐海成等著.资产评估学[M] .西安:陕西人民出版社,2003
[13]王巍,吕发钦等.网络价值评估上市[M] .北京:北京经济科学出版社,2000
[14]2006中国商业网站100强[J] .互联网周刊,2006,12
[15]邹振华,董江山.商业网站盈利能力的理性分析[J].甘肃社会科学,2006,2
[16]郭丹霞,庄明来.我国三大门户网站盈利模式比较[J] .会计之友,2006,11
[17]王新宇.企业人力资源价值评估新模型的探讨[J] .科技情报开发与经济,2007,V17(28)
[18]扬子江.网络价值评估[M] .北京:中国人民大学出版社,2002
[19]2007-2008中国互联网调查报告[R]. DCCI互联网数据中心,2008,1
[20]严复海,慈佳,张涛.目标企业价值评估的实物期权定价法探讨[J] .中国管理信息化,2007,10,V10
[21]罗小芳,祝美芳,邹维.电子商务网站盈利模式研究[J] .时代经贸,2007,11,V5(85)
[22]潘海江,韩东方.商业网站价值评估理论方法探讨[J] .中国资产评估,2007,5
[23]卢致杰.基于距离的客户群价值研究[J] .管理工程学报,2006,V20
[24]徐会敏,胡芝春,王勇.网站价值评估初探[J] .商业科技,2007,4
[25]任永功,李义勇,张庆.网站评估指标体系的研究与建立[J] .教育信息化,2004,9
[26]杨明智,庄玉良.电子商务网站评价理论与方法综述[J] .电子商务,2006,2
[27]张炳信.基于实物期权的房地产估价方法研究[D] .武汉:华中师范大学,2007
[28]尹玉杰.论实物期权理论在企业价值评估方面的应用[D] .济南:山东大学,2007
[29]邱红.DEA在网站评估理论中的理论研究与应用[D] .成都:电子科技大学,2005
[30]周慧文.面向公众的政府网站的评估与应用研究[D] .武汉:武汉大学,2005
[31]全国注册资产评估师考试用书编写组.资产评估[M] .北京:中国财政出版社,2007
[32]谢希仁.计算机网络[M] .4.北京:电子工业出版社,2003
[33]吴祈宗.系统工程[M] .北京:北京理工大学出版社,2006
[34]www.dcci.com.cn
[35]www.baidu.com
[36]www.google.com