The Improvement Research Of Financial Strategy For M Media Company Limited By Shares

Our government formally introduced the documents of Plan on Reinvigorationof the Cultural Industry in2009，which marked the development of culture industrybeing cultivated as a newly-emerged strategic industry of our country. Vigorouslydeveloping the culture industry to deepen the adjustment of industrial structure andrealize national cultural rejuvenation is a big decision in our country. However, thefinancing difficulty has been greatly bothering it. Once cultural enterprises can’tfinance the necessary capital to support their business operations, it would bedifficult to be large-scale and industrialized, thus severely restricting itsdevelopmentM company is one of the earliest and the most typical cultural and mediacompanies in our country. It also shares with financial limitation. On the basis ofdeeply analyzing financial difficulty in cultural industry, the paper takes the Mcompany as an example and explor es its financing problems and the improvement ofthe financing strategy which would have certain representing significance for thewhole industry, it points out that the financing status mainly reflects in three aspectsas follows: financing need is big but there is greater financing gap; oneness offinancing channel; financial risk is bigger. Respectively, Their solutions are asfollows: The first is to explore a new path for the culture industry intangible assetsguarantee. The second is to broaden the financing channels, such as the issuance ofcorporate bonds, introducing overseas capital, attracting strategic investors andmaking full use of industrial funds to cultivate different investors. The third is toestablish and perfect the financing risk sharing mechanism in order to identify,assess, and deal with financing risks.