Social Capital’s Influence On Performance Of Listed Chinese Media Companies From The Empirical Research

As the core force of the media industry,Chinese media listed companies play a vital role in the development of China’s media industry.Promoting and improving the performance of Chinese media listed companies has become one of the important issues in the development of China’s media industry.China has been a society full of sophistication since ancient times.The social network has a significant and profound impact on China’s social and economic development,and the social network is concentrated in the form of social capital.Therefore,social capital has naturally become an important factor influencing the development of China’s media industry.This paper selects 51 Chinese media listed companies from 2017 to 2019 as research samples,introduces social capital into the research on the performance of Chinese media listed companies,and uses mathematical statistical methods such as correlation analysis and regression analysis to explore the impact of social capital on Chinese media listings.The role of corporate performance,so as to propose measures to improve the performance of Chinese media listed companies based on social capital.The social capital of Chinese media listed companies is mainly divided into three forms of capital:vertical connection,horizontal connection and social connection.The vertical connection,horizontal connection and social connection of Chinese media listed companies are all positively correlated with their performance.The three capital forms have different correlation strengths with the performance of Chinese media listed companies.Among them,the social connection is the strongest,the horizontal connection is the second,and the vertical connection is the second.In comparison,the social capital in nonstate-controlled media listed companies has a more significant effect on the performance improvement of Chinese media listed companies;The social capital of media listed companies in developed regions has a more obvious role in improving the performance;Relatively small-scale media listings,the social capital of the company has a greater role in enhancing the social capital;The social capital of the listed media companies with low executive education level is more conducive to the performance improvement;The social capital of the listed media companies with young executives will have a greater impact on the performance improvement of the listed media companies in China.In order to give full play to the role of social capital in China’s media industry,it is necessary to improve the political literacy of listed media companies,so as to obtain more government resources;To expand corporate contacts of listed media companies to achieve mutually beneficial and win-win development;To improve the business reputation of listed media companies,by This will win more social trust;Optimize the equity structure of listed media companies to achieve sustainable development;Avoid the blind expansion of listed media companies,and change the selection criteria for executives of listed media companies.