Financial Management Reform Study In China's Broadcasting Media Industry

Broadcast media industry must be backed up by funds, and with the target of increasing of value of assets. Under the conditions of market economy, the management of broadcast media industry, in essence, is rational organization and effective use of human, financial and material resources, in order to improve the ability to participate in market competition, and investment for as little as possible to obtain the maximum output.In this paper , as the background of China's broadcast media industry , select a more unique case of Shanghai Media Group, through the analysis of its industry development, institutional reform, organizational restructuring and financial management, with relevant financial theory to explore the effective design of financial management in China's broadcast media group.In research methodology, this paper focuses on theory and practice. According to the progressive level of study, this paper will be divided into four main parts:The first chapter, research questions raised, that is how to understand the current China's media reform and how to build the financial management. There is an inherent link between these two questions; namely, institutional reform creates financial environment and financial management effects reform. In the research ideas, first make a summary of existing practices, to exact the appropriate framework, combined with the professional theory to design the media's personalized mode.The second chapter focuses on the study of media's financial environment, mainly from history, characteristics, status and regulations of the media industry. With the example of SMG's reform, make a specific depth analysis of the financial environment.The third chapter studies media financial experiences both at home and abroad, analyzes the characteristics of the industry's financial management. With the experiences of the case company SMG to make in a summary and summarized of the financial management, in order to enable research on practice and ultimately restore the guide to practice.The forth chapter put forward some of the ideas of designing of the financial management model, which is suitable for China's broadcast media groups in the reform transition period, including identification of the management objectives, the important points of financial works, determination of the scale of the enterprise and business boundaries, and the use of network information science. One by one according to professional financial theory test the applicability of media industry, finally make a conclusion of financial management that suitable for China's media reform.About financial management of China's media company, industry and the theorists are currently no cases or theory. This paper has a certain innovation both in theoretical and practical significance. I hope that conclusions of this study will inspire the broadcast media financial managers of the innovative ideas, and provide a new perspective to the theorists of the broadcasting industry.