Empirical Research On The Investment Value Of Cultural Media Companies

With the steady growth of national personal income and the popularity of financial concepts,more and more people through the Securities market make money.The number of China’s stock market investors has become the number one in the world,which individual investors accounted for 80%.As individual investors for access to information channels are more limited,many people ignore the investment principle,and choose speculation,resulting in damage to property.Cultural media industry as a result of policy,economic,technological development and other positive factors impact has been the top class choice of investment.But the cultural media company shares in the second half of 2015 after the diving fell down,But the cultural media company shares always keep at a low point,dispel a lot of people’s investment ideas after the second half of 2015.In this paper,through the PEST analysis the external environment which cultural media industry facing,taking into account China’s policy environment,economic environment,social environment,technology environment on the cultural media industry,the development trend of the industry as a whole optimistic.At the same time,it analyzes the current situation and development direction of China’s current cultural media industry,to get the industry’s main trends in the future,so investors who follow the news can analyze the development direction and potential of the enterprise according to the announcement published by the enterprise.After determining the entire industry is still a part of the sunrise industry,great potential to be dug,I choose the listing of cultural media companies from China to select samples for detailed performance analysis.After comparing the methods of enterprise performance evaluation,combined with the actual situation,the Principal component analysis and DEA(data envelopment analysis)are selected to analyze the performance of sample enterprises in all directions.The main financial indicators selected when using principal component analysis are available:reflecting the short-term solvency of enterprises-the flow ratio,quick ratio;reflect the profitability of the return-ROE,Net asset profits,operating profit margins;reflecting the growth capacity of enterprises-the total asset growth rate,net profit growth rate;reflecting the business capacity-the total asset turnover,inventory turnover,accounts receivable turnover rate;intangible assets and goodwill.After the analysis can clearly see the comprehensive score of the enterprise,ranking DEA analysis of the long-term use of the most important production unit production and management capacity to assess,the use of input indicators-the total assets,staff salaries,operating costs.Output Indicators-Earnings per share,net profit,operating income,that is a comprehensive consideration in the production of human,financial.In addition the data is select from 2013-2015,so I can analysis in a relatively long period of time on the overall business capacity of the enterprise to assess.Based on the resulting correlation performance data,analysis the changes in the efficiency of all aspects of business in three years,choose a better overall efficiency of the enterprise as an investment target..Through the overall analysis and individual analysis,provide to stock market investors,especially individual investors a practical investment advice for reference.