Researches Based On Dea About Performance Appraisal Of Culture Media Listed Companies In China

As culture media industry is one of the most significant components of our country’s culture industry, it has been an important culture media industry issue that how the managers of culture media listed companies in our country implement performance appraisal and establish a healthy internal operation mechanism scientifically by utilizing various kinds of information.This paper uses data envelopment analysis (DEA) to evaluate culture media listed companies’performance appraisal in our country to overcome the previous disadvantages that produced by adopting some random selection indicators in DEA evaluation, to introduce AHP for confirming index weight and to construct reasonable evaluation index system. Furthermore, this paper is aiming to find out the overall performance variation tendency and causes by utilizing vertical analysis, to confirm benchmarking enterprises in culture media industry and offer input-output improvement directions and strategies for low performance companies by utilizing horizontal contrastive analysis.This research paper selects the last3years’(2010-2012) annual financial data of43culture media listed companies in Shenzhen and Shanghai, to analyze the companies’performance appraisal based on the integrated technical efficiency, pure technical efficiency and scale efficiency that are estimated by DEA. The result proves that there are5performance variation tendency types of culture media industry in our country:progressive increase, descend after first increased, increase after first decreased, progressive decrease and stabilization. It also proves that the integrated technical efficiency of stabilization is effective; the integrated technical efficiency nullity of progressive increase and descend after first increased is caused by pure technical efficiency; the integrated technical efficiency nullity of increase after first decreased and progressive decrease is caused by scale efficiency. Meanwhile, this paper confirms that Fangzhi Science and Technology Corporation is the benchmarking enterprise of our country’s culture media industry, and offers DEA-noneffective enterprise improving measures. At last, this paper offers some advice on improving business performance for culture media companies and industry in our country based on the research results. On the one hand, this paper offers referential theory and practice cases for investors; on the other hand it assists government in conducting culture media industry investment orientation and promote reasonable allocation of social resources.