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电子商务投资具有投资不可逆性和较高的不确定性等特点,电子商务投资的不确定性因素形成了投资的机会价值。传统的电子商务投资决策方法存在对折现率的选取困难、现金流量预测不准以及不能反映管理的灵活性等缺陷,因而它忽视了电子商务投资的期权价值,常常低估电子商务投资项目的真实价值,从而导致错误的决策。将实物期权理论在电子商务投资决策中的模型分析作为研究的课题,运用实物期权理论与方法,研究电子商务投资在不确定性因素下的投资决策方法与评价模型,为电子商务投资决策提供了新的思路和决策方法。
E-commerce investment has the characteristics of irreversible investment and high uncertainty. The uncertainty of e-commerce investment forms the opportunity value of investment. Traditional e-commerce investment decision-making methods have some shortcomings such as difficulty in selecting discount rate, inaccurate cash flow forecasting and failure to reflect the flexibility of management. Therefore, it ignores the option value of e-commerce investment and often underestimates the trueness of e-commerce investment projects Value, which leads to wrong decisions. Taking the real option theory in e-commerce investment decision-making model as the research topic, using the real option theory and method to study the investment decision-making method and evaluation model under the uncertainty factor of e-commerce investment, and providing the e-commerce investment decision-making New ideas and decision-making methods.