On a daily investment decision in a security market, the price earnings (PE) ratio is one of the most widely applied methods being used as a firm valuation tool by investment experts. Unfortunately, recent academic developments in financial econometrics and machine learning rarely look at this tool. In practice, fundamental PE ratios are often estimated only by subjective expert opinions. The purpose of this research is to formalize a process of fundamental PE estimation by employing advanced dynamic Bayesian network (DBN) methodology. The estimated PE ratio from our model can be used either as a information support for an expert to make investment decisions, or as an automatic trading system illustrated in experiments. Forward-backward inference and EM parameter estimation algorithms are derived with respect to the proposed DBN structure. Unlike existing works in literatures, the economic interpretation of our DBN model is well-justified by behavioral finance evidences of volatility. A simple but practical trading strategy is invented based on the result of Bayesian inference. Extensive experiments show that our trading strategy equipped with the inferenced PE ratios consistently outperforms standard investment benchmarks.