信息化成熟度模型评估标准
In the first part of this two part article, I challenged 15 domain appraisal firms to put a dollar value on one domain name, LiquidTrading.com. Their valuations ranged from $200 to $160,000. In the second and final part of this article, I will suggest some ways in which appraisal firms might look to improve their appraisals, so that one name does not support such a dramatic range of valuations.
在这两部分的第一部分中 ，我向15个域名评估公司提出挑战，要求它们在一个域名LiquidTrading.com上增加一美元的价值。 他们的估值从200美元到160,000美元不等。 在本文的第二部分也是最后一部分，我将提出一些评估公司可能希望改进其评估的方法，以使一个名称不支持如此巨大的估值范围。
Since the domain name appraisal industry is so young, perhaps there are other industries that it can look to as a way forward. Real estate maybe? Domain names are often described as ‘virtual real estate’. But is there really any similarity between real estate and its virtual counterpart?
由于域名评估行业还很年轻，因此也许还有其他行业可以作为前进的方向。 房地产？ 域名通常被称为“虚拟房地产”。 但是，房地产与虚拟房地产之间真的有相似之处吗？
- Real estate exists at a physical location, and there are likely to be many similar properties nearby, some of which will have recently changed hands. This makes real estate valuation a relatively easy task. Domain names are by their nature, unique, and any attempt to locate ‘similar’ names is laden with traps and pitfalls. 房地产存在于一个物理位置，附近可能会有许多类似的房地产，其中一些最近已经易手。 这使得房地产评估相对容易。 域名具有其本质，是唯一的，任何定位“相似”名称的尝试都充满陷阱和陷阱。
- Real estate has a cost associated with building it, which gets built into the valuation figure. Domain names can be registered for $15 in 5 minutes flat, so have no essential value. They are intellectual property in its purest form. 房地产具有与其建造相关的成本，该成本已计入估值数字。 域名注册费用为每15分钟$ 15，因此没有必不可少的价值。 它们是最纯粹形式的知识产权。
So it seems that any similarity between domain names and real estate is superficial at best. Perhaps domain names should be compared to something more individual; works of art for example? Here the similarities seem more striking:
因此，域名与房地产之间的任何相似之处似乎充其量只是表面现象。 也许应该将域名与更个性化的域名进行比较。 例如艺术品？ 这里的相似之处似乎更加惊人：
- Pieces of art are necessarily unique, as are domain names. 艺术品和域名一样，一定是独一无二的。
- Paintings do not exist at any particular physical location, neither do domain names. 绘画不存在于任何特定的物理位置，域名也不存在。
- Neither domain names nor paintings can be valued in terms of ‘cost to build’. 域名和绘画都不能用“建造成本”来衡量。
- Domain names have objective ‘physical’ characteristics which can be used to help value them e.g. length, number of words, spelling, etc. With painting, the identity of the painter goes along way towards valuing the work. 域名具有客观的“物理”特征，可以用来帮助对其进行估价，例如长度，单词数，拼写等。在绘画过程中，画家的身份一直在评估作品。
So there are some distinct similarities, but let’s not fool ourselves, domain names are not paintings.
因此，有一些明显的相似之处，但我们不要自欺欺人，域名不是绘画。
提高评估行业的有效性 (Improving the Appraisal Industry’s Validity)
Domain Names are a unique piece of intellectual property born of the Internet age, and must be treated as such. As one web site puts it very nicely, "domain names are a new asset class". So the domain name industry must develop its methods of valuing names, and only draw on other industries where appropriate. Here are a few suggestions which might help improve the consistency and credibility of domain name appraisals, both in the short and the long term.
域名是互联网时代诞生的一种独特的知识产权，必须加以对待。 正如一个网站所说的那样，“域名是一种新的资产类别”。 因此，域名行业必须发展其评估名称的方法，并且仅在适当的情况下利用其他行业。 这里有一些建议可以在短期和长期内帮助提高域名评估的一致性和可信度。
1. Create a Statistically Valid Sales Database
1.创建一个统计有效的销售数据库
The single biggest problem with the appraisal industry at the moment is that reliable statistics for sales of domain names are very hard to come by. Every market relies to some extent on knowing previous sales values to predict future sales values. The art market only knows how to value the next Van Gogh sale because they knew what the last one sold for.
目前，评估行业的最大问题是很难获得可靠的域名销售统计数据。 每个市场在某种程度上都依赖于了解先前的销售价值来预测未来的销售价值。 艺术品市场只知道如何估价梵高的下一场拍卖，因为他们知道最后一场拍卖会的价格。
However, there are several problems with the sales databases in use by domain appraisal firms today:
但是，当今域评估公司使用的销售数据库存在一些问题：
Most databases are very small, and this makes them statistically error-prone. Again, if you really want to know the value of Football vs. Basketball names using sales values, knowing the value of three transactions is simply too small a sample – the likely error rate for such a sample size is huge. In order to reduce the error size to an acceptable range (+/- 5%), a sample size should be 500+ similar names.
大多数数据库都很小 ，这使它们在统计上容易出错。 同样，如果您真的想使用销售价值来了解足球对篮球名称的价值，那么仅了解一个样本的三笔交易的价值就太小了–此类样本的可能错误率非常高。 为了将误差大小减小到可接受的范围(+/- 5％)，样本大小应为500+个相似的名称。
Most sales values are out-of-date. On the Internet, things change very quickly, and that includes sale prices. Is the sale price from 2 years ago for DomainName.com relevant to its value today?
大多数销售价值都是过时的 。 在Internet上，事情变化非常快，其中包括售价。 DomainName.com从2年前开始的销售价格是否与今天的价值相关？
The concept of ‘similar’ names is a very difficult one for domain names. They do not have a physical locale like real estate and there are no ZIP codes for domain names. Domain names have no ‘authors’, so you cannot say, "this is a Van Gogh", and use that to help assess similarity. For some names, similarity is a great help. For instance, if you have a recent sales value for the name FootballScene.com, and you also know the relative value of football names vs. basketball names, then it is possible to put a value on FootballScene.com. Even then, you would have to know whether the sale price for BasketballScene.com was a fair one, whether either buyer or seller was unduly motivated etc.
对于域名而言，“相似”名称的概念非常困难 。 他们没有像房地产这样的自然地区，也没有域名的邮政编码。 域名没有“作者”，因此您不能说“这是梵高”，并不能以此来评估相似性。 对于某些名称，相似性是一个很大的帮助。 例如，如果您具有名称FootballScene.com的最近销售价值，并且还知道足球名称与篮球名称的相对价值，则可以在FootballScene.com上添加一个值。 即使那样，您也必须知道BasketballScene.com的销售价格是否合理，买主或卖主是否受到不当动机等。
The prices need to be ‘normalized’. For example, if the purchaser of a domain name is known to be a reseller, then it is fairly clear that the name has not been bought at market value, as most resellers will not pay more than around 25% of market value for a name. Again, trying to identify the type of buyer is a difficult proposition, but without such normalization, the validity of any database must be called into question.
价格需要“正常化” 。 例如，如果已知某个域名的购买者是转售商，那么很显然，该域名不是按市场价购买的，因为大多数转售商为该名称支付的价格不会超过市价的25％左右。 。 同样，试图确定购买者的类型是一个困难的命题，但是如果没有这种规范化，任何数据库的有效性都必须受到质疑。
They do not contain a good ‘spread’ of names. Most names will come from Afternic.com, a domain name auction site favored by resellers. Sales at this site tend to be low-cap (below $5000). Other sale values will come from GreatDomains.com who regularly publish details of large-cap sales. However, in many ways, the most important sales to register are the mid-cap sales, where private individuals sell names to corporations. These statistics are very difficult to collect.
它们没有很好的名称“传播” 。 大多数名称将来自Afternic.com，这是一个受到经销商青睐的域名拍卖网站。 该站点的销售往往是低价的(低于$ 5000)。 其他销售价值将来自GreatDomains.com，该公司会定期发布大盘交易的详细信息。 但是，在许多方面，最重要的销售记录是中型销售，即个人将名字卖给公司的情况。 这些统计数据很难收集。
So ideally, appraisal firms should share their sales databases. More realistically, new firms will appear specializing in collecting, storing and selling domain sales information.
因此，理想情况下，评估公司应该共享其销售数据库。 更现实的是，新出现的公司将专门从事收集，存储和销售域名销售信息。
2. Use Real Appraisers
2.使用真实评估师
There is an obvious economic temptation to minimize the use of people in the appraisal process and maximize the use of appraisal ‘algorithms’. Some appraisal firms might even believe that they can do appraisals 100% without human intervention and consider this goal the holy grail of domain appraising.
有一个明显的经济诱惑，就是在评估过程中尽量减少使用人员，并最大限度地利用评估“算法”。 一些评估公司甚至可能认为他们可以在没有人工干预的情况下进行100％的评估，并将这一目标视为领域评估的圣杯。
In this author’s opinion, appraising domain names will always be a job for humans, with just a supporting role for technology. Domain names are examples of ‘natural language’. No computer algorithm has ever come close to understanding natural language and its infinite subtleties. In the main, any attempt to replace people with programs will lead to highly inaccurate and sometimes embarrassing valuations.
在作者看来，评估域名永远是人类的工作，只是技术的辅助角色。 域名是“自然语言”的示例。 没有任何一种计算机算法能够接近理解自然语言及其无限的微妙之处。 基本上，任何用程序替代人员的尝试都将导致高度不准确，有时甚至使估值令人尴尬。
3. Use Qualified Appraisers
3.使用合格的评估师
Just as art appraisers specialize in valuing works from certain painters, styles, or periods, so appraisers should consider specializing in categories, be it finance, sports, entertainment, or whatever. Ideally, they should have some professional qualifications or at least some real experience in the fields in which they specialize.
正如艺术评估师专门评估某些画家，风格或时期的作品一样，评估师也应考虑专门研究类别，无论是金融，体育，娱乐还是其他。 理想情况下，他们应具有某些专业资格或至少在他们专业领域中具有某些实际经验。
Also, what about all the different domains? We already have the three top-level domains, .com, .net, .org, plus the adopted global TLDs, such as .TV, .cc, .fm, .am, .to, .ws, not to mention the country domains. Can any single appraiser expect to know the value of all these different domain markets? Probably not. Again, some degree of specialization looks to be the appropriate answer.
另外，所有不同的域又如何呢？ 我们已经拥有三个顶级域名，.com，.net，.org，以及已采用的全球TLD，例如.TV，.cc，.fm，.am，.to，.ws，更不用说国家/地区了域。 任何一位评估人都可以期望知道所有这些不同领域市场的价值吗？ 可能不是。 同样，某种程度的专业化似乎是合适的答案。
4. Be Neutral
4.保持中立
It should be obvious that appraisal firms should aim to be a neutral party sitting between buyers and sellers. But in today’s market is this really the case? Many appraisal firms have been set up by domain speculators and brokers who tend to have a financial interest in maximizing sales figures. For instance, if a domain broker makes 10% on all domain sales and acts as a domain appraiser, it seems fairly obvious that they have a vested interest in appraising names as highly as possible.
显而易见，评估公司应致力于成为买卖双方之间的中立政党。 但是在当今市场上确实是这样吗？ 域名投机者和经纪人成立了许多评估公司，他们倾向于在最大化销售数字方面有经济利益。 例如，如果一个域名经纪人在所有域名销售中赚了10％并担任域名估价师，那么很显然，他们对尽可能高的名称估价有着既得利益。
5. Form an industry body to set up and police standards
5.组建行业机构并制定警务标准
Without an industry body, any drive to standardization is doomed to failure. It is in the best interest of the appraisal firms, particularly the smaller ones, to get together and create a non-profit organization, whose job would be to work out a code of practice for members. In return, members would be able to display a special logo on their site.
没有行业机构，任何标准化的努力注定会失败。 聚集在一起并创建一个非营利组织，这是评估公司，特别是较小的公司的最大利益，其工作是制定成员的行为准则。 作为回报，会员可以在自己的网站上显示特殊徽标。
Conclusion
结论
All industries develop standards as they mature. The question is this: From where do these standards come? If no attempt is made to create a common set of standards, then ‘de facto’ standards will rule, which will naturally come from the few big domain appraisal companies. If the smaller appraisal firms want to be part of the process of defining how domain names are to be appraised, they need to get together and form an organization and really work towards implementing the ideas.
所有行业都在成熟时制定标准。 问题是：这些标准从何而来？ 如果不尝试创建一套通用的标准，那么“事实上的”标准将占主导地位，这自然会来自少数几家大型域名评估公司。 如果较小的评估公司希望成为定义如何评估域名的过程的一部分，则它们需要团结起来并组成一个组织，并为实现这些想法而努力。
信息化成熟度模型评估标准
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