Study on methods of online stores brand value evaluation - the discounted income adjusting approach

摘要

The network brand building is the only way to promote e-commerce's sustainable and healthy development, and the network brand value assessment is an important component of network brand building. On base of the discounted income method in assets appraisal, considering characteristics of online stores to determine effecting factors of brand value, and the status of e-commerce development in our country as well, this article proposes a new method- the Discounted Income Adjusting Approach. Based on discounted income, we can finally get a brand value by adjusting brand strength, the industry of brand goods (or services) and operating risks. Finally, this paper offers a case calculation accordingly.