Culture Media Enterprise Goodwill Value Evaluation That Based On Analytic Hierarchy Process (ahp),the Light Media,for Example

In the 21 st century which has a rapid economic development.As for people there is an increasingly strong demand for spiritual satisfaction,and the attention of the cultural industry in China has reached a new height.More and more enterprises of culture developed,Competition has reach the white-hot.Mergers and acquisitions of cultural media enterprises are becoming more and more frequent which breed cultural finance at the same time.In the capital market,the financing of cultural media enterprises is unprecedented pomp.Inevitably these transaction involves the value assessment about cultural media enterprise.And the value evaluation about goodwill is the most important part.But the personnel's subjectivity is strong in the process of assessment of goodwill,so the final evaluation are controversial.Although there have been many research about evaluation of enterprises goodwill value,However,because of the particularity of the culture media enterprises which cause that the influence factors of the traditional enterprise goodwill value cannot be directly applied to it.There are no specifically research for goodwill value evaluation of cultural media enterprise,so the problem that urgently to be solved in this paper is how to make the goodwill value evaluation of cultural media enterprise seem reasonable and more systematically.In order to make the factors of goodwill value of culture media enterprise systematically,I will integrate the domestic and foreign research on the influence factor of goodwill theory in this paper.Then I will combined with the characteristics cultural media companies.Finally,the exclusive of goodwill value influence factors that belong to culture media enterprise are summed up.Then introducing the case,and using the analytic hierarchy process to estimate the goodwill value of cultural media enterprise which provides the theory basis for goodwill value evaluation of cultural media enterprise.At the same time,let the culture media business operators learn more about the source of the value of goodwill,and pay more attention to form a goodwill related factors in the process of management.