Analysis Of Profit Quality Of Shanghai Xinhua Media Co., Ltd

With the full recovery of the world economy,China's economy has made great achievements.The deepening of the reform and opening up policy,so that the people's living standards have a qualitative leap,on the one hand,more and more people began to pay attention to spiritual and cultural pursuit,on the other hand,the economic transformation of the masses brought about by the improvement of the consumption level,for the rapid development of China's cultural industry has provided a good opportunity for development.As the publishing and media industry is an important branch of the cultural industry,with the wind of the cultural industry,the public's demand for the publishing and media industry has also increased.We know the evaluation of the development of an enterprise is to see how much profit it first,but profits of pure numerical too superficial,one-sided,lack of comprehensive and rationality,so it is necessary to earnings quality analysis,on the one hand,can reflect the enterprise current financial situation,make managers find management problems that exist in the daily activities;On the other hand,it can also provide decision-making help for external investors.At the same time,the manager or operator can find solutions through the problems found,so as to help the enterprise change the operating policy,reduce financial risks,improve profitability,and lay a good foundation for the future sustainable and stable development.Shanghai Xinhua media co.,LTD.(hereinafter referred to as "Xinhua media")published the first in China,is the only a across publishing and newspaper industry's big media enterprises,has a long history,rich network resources,and the high quality brand and capital advantage,but declines since 2012,the annual net profit decline,even buckle a net negative for years,its profit sustainability and earnings quality is the attention of the society.Therefore,this paper selects Xinhua media as the research object.Firstly,it sorts out and summarizes the financial characteristics of listed companies in the industry.Based on these characteristics and combined with the actual situation of Xinhua media,it constructs a financial index evaluation system of profit quality suitable for Xinhua media.Secondly,make a financial comparison andanalysis on the profit quality of Xinhua media in the past five years from the following four aspects: capital return,cash guarantee,continuous stability and growth,and get a preliminary understanding of its basic situation in the above four aspects.Due to the financial index analysis and comparison one-sided,just reflect the external aspects of profit,so on this basis,this paper joined the five aspects of the influence factors analysis,financial analysis found the problems existing in the enterprise in terms of quality of earnings,puts forward some Suggestions to solve these problems,in order to better improve the quality of Xinhua media earnings.