A Study On Factors Affecting The Performance Of Listed Culture Media Companies

In the twenty first century, known as one of the world’s most potential sunrise industry,cultural industry has become a booster of economic development in many countries,marking the future direction of social and economic development. Following the economicpower and political power, the next goal of our country is cultural power. As anindispensable part of cultural industry, media industry will usher a flourishing developmentopportunity. Our cultural media industry has dual attributes—political attribute andindustrial attribute, which determines its double benefits—social benefit and economicbenefit. Cultural media industry should adhere to the basic principle in their developmentthat social benefit is the first, and economic benefit is taken into account. Due to theirdouble attributes, cultural media listed companies are supposed to assume more socialresponsibility to play their social benefits, but their proportion of social responsibilityreport does not seem satisfactory. Therefore, this paper will take the social performance ofcultural media companies as a standpoint, evaluate the fulfillment of their socialresponsibility and study its impact factor, hoping to provide some guidance and reference totheir performance management, to promote the better and faster development of Chinesecultural media industry.Based on the current situation of existing research, this paper first reviews the relevantresearches on corporate performance evaluation and its impact factors, combs the theory ofcorporate performance factors, and then combined with our media development status andits attribute characteristics, using the analytic hierarchy process to build a relativelycomplete evaluation system, which is based on the perspective of stakeholder theory. In thenext part of this paper, we apply the evaluation system to a case study. We choose TimePublishing and CO.,LTD as our sample company, and Huawen Media InvestmentCorporation as our benchmarking firm. Through the comparison of two campanies’indicators score, we find the gap of the sample company. Carefully analyzing the mainfactors affecting the social performance of Time Publishing, this paper put forwards somecorresponding countermeasures.Through theoretical research and case study, the paper has concluded that: in therespect of the social responsibility to customers, creditors and public communities, TimePublishing performed well. In terms of shareholders, Time Publishing fulfilled slightlyworse, while when it comes to staff, suppliers, and government, Time Publishing had biggap to Huawen Media, which is the future direction of Time Publishing’s operatingdevelopment.