The Research On Performance Evaluation Of Listed Companies China's Cultural Media

In recent years,the development of traditional industry has affected by the Internet era of new economy,the cultural industry as a new economic growth point favored by various countries,especially in the developed countries,the cultural industry has gradually become one of the pillar industries.In the tide of global economic rapid development,in order to satisfied peoples' increasingly diverse spiritual and cultural needs,besides,promote the adjustment of economic structure and transform the mode of economic development,since the Sixteenth National Party,it has issued a series of policies and regulations to promote the rapid development of cultural industries,the cultural industry will be raised to the height of strategic industries.With the improvement of the cultural industry status,promote a rapid development of the culture media industry.Strong profitability and wide prospects become a significant characteristics in the cultural media industry,and make it "no retreat fever " in the the pursuit of the interests of the capital market,and become the focus of investors to follow.Performance evaluation of Listed Companies in cultural media industry,which is an important part of decision making,has aroused wide concern of stakeholders.This paper summarizes research on performance evaluation,and found factor analysis,principal component analysis,analytic hierarchy process and data envelopment analysis method are usually used for performance evaluation,by comparing these method,the factor analysis method is simple,convenient and objective weighting,besides the calculating result is unique.therefore,these research choose the factor analysis as the method of culture media industry performance evaluation.In terms of choosing index,discards the non financial indicators which are not easily obtained and quantified.On the basis of the characteristics of China's cultural media industry and the performance evaluation theory,choose 14 financial indicators(the rate of return on total assets,cost profit rate,the rate of return on net assets and so on)as the construction of performance evaluation system.Then choose48 China's cultural media industry which have been listed stock markets ofShanghai and Shenzhen as the study sample,and using SPSS software to calculate the score of each factor,and ranking.The results showed that the profitability factor and solvency factor accounted for the highest weight,indicating that these two capabilities are the main factors affecting the performance of cultural media companies.The second is the operation ability factor and development ability factor,the weight is relatively small.The minimum weight of the cash capacity factor has a smaller impact on the company's performance.On the cultural media performance of listed companies ranked by the comprehensive score,found that the financial performance of Listed Companies in the industry performance difference is large.The company which has good performance usually seize the opportunities brought by the Internet,and extend the industrial chain.Finally,based on the purpose and conclusion of this study,some suggestions are given.