Research On The Application Of New Revenue Standards In Internet Advertising Enterprises

The Internet entered China in 1994 and developed rapidly.According to the statistics of the Ministry of Industry and Information Technology,in 2018,China's Internet enterprises completed business revenue of 956.2 billion yuan,which is increasingly important for the development of the national economy.However,the immature accounting treatment of the industry has led to irregular revenue recognition,which often makes listed companies use revenue to manipulate profits.Therefore,there are more and more researches on the revenue recognition of Internet enterprises.However,the current research results mainly focus on e-commerce and online games,and there is little research on the Internet advertising industry.Based on this,this paper focuses on the revenue recognition of the Internet advertising industry based on the new revenue standards.The combination of theory and practice will further promote the application of new revenue standards in the Internet advertising industry while making up for the theoretical shortcomings.The new revenue standards stipulate that non-listed companies that implement corporate accounting standards will begin to implement new revenue standards on January 1,2021.Company Y is a non-listed company and currently has no new revenue standards.Based on this,this paper combs the development history of domestic and foreign revenue standards,drawing on the new revenue standards,taking the three main trading modes of Internet Advertising Y Company as the research object,and analyzes the problems of Y company's revenue recognition and proposes improvement suggestions.The research finds that: in the account agent mode,Y company's revenue recognition according to the total amount method will lead to overestimation of revenue.Therefore,Y company as an agent should recognize the revenue according to the net amount method.In the keyword optimization mode and the integral wall model,Y company has the revenue recognition in advance.At the end of the month,it should recognize the provisional estimate revenue according to the business volume of its business system statistics,and then adjust the provisional estimate amount to the actual amount after receipt of the settlement form,and recognize the revenue twice,so as to make the revenue recognition more accurate.In the integral wall mode,Y company does not consider the reward points to fully recognize the income,which will lead to overestimation of income.The transaction price of the bonus points should be recognized as contract liabilities when the revenue is confirmed,so that the revenue recognition is more standardized.This paper analyzes Y company's revenue recognition system,in order to provide guidance for the revenue recognition of the entire Internet advertising industry and facilitate the development of enterprises and relevant stakeholders to make economic decisions.