Research on the valuation of data assets of internet enterprises based on the improved income approach

Abstract

This study focuses on the valuation of data resources of Internet companies in the era of digital economy. At present, data has become a key factor of production, yet there is a lack of unified valuation standards in the industr. To address this issue, we propose an optimized income evaluation model. In terms of research methods, first, the principle of discounted excess returns is applied to quantify the value of data resources. Second, a hierarchical weight analysis technique is introduced, and a comparison matrix is constructed to scientifically determine the contribution of data assets to the overall revenue of enterprise. This method combines the forecasting advantages of the traditional income approach with the precision of hierarchical weighting, making the evaluation results more objective and accurate. To verify the practicality of the method, we selected JD.com as the research object and conducted a specific valuation of its data assets. This case study can provide a reference for the data value evaluation work of similar e-commerce platforms.