Study On Efficiency Of The Listed Media Companies Based On DEA Methodology

As the quickening process of capital market of China's media industry, publicmedia borrows the financing, and a batch of media enterprises have landed in thecapital market. The media companies listed in the Shenzhen and Shanghai exchangeincrease gradually, and which make capital market "media plate" form. The mediacompany's operation efficiency also gradually becomes an important realisticsignificance in the research field and direction.Especially for the listed company, it is the company of media of the efficiencyfor the company itself not only shows the performance more focus, which reflect anation media industry and the media quality of the development of the market. Mediacompany efficiency value can reflect the discretion of the media company's resourcesuse effect and overall performance. In the long run, the media company'sdevelopment depends on efficiency. At present, most of the domestic and foreignresearch of media companies focus on the policy, financing and financial analysis.This paper discusses the listed company of media efficiency little research.This paper introduced in related research achievements at home and abroad onthe basis of the listed company of media, the efficiency of the basic concepts andtheoretical, and finally discusses the choice of the most effective efficiency analysismethod, the data envelopment analysis (DEA) for the tool, using DEA method tomeasure China's listed companies from2008to2010and media technology efficiency,pure technical efficiency and scale efficiency, it is pointed out that China's mediacompany whole in the use of resources of each level, and the efficiency of the mediacompany is compared; At the same time respectively from the investment orientationand the output of37home media company guidance efficiency improvement ofquantitative and puts forward some Suggestions for improvement. The results showthat: the media listed company no obvious scale economy, but from2008to2010, thispaper analysis to see during the period of investigation of the37home mediacompany overall technical efficiency on the rise. Begin from2008,the media company increases gradually. Until to2010, theinvestigation of37home media companies all kept scale in not diminishing returnsstage. In three years, citic media and wide hair negotiable media three efficiencyvalue has been to1, the two media company's internal configuration, and the effectiveperformance of other media company is worth using for reference.On the basis of the above analysis, this paper put forward to improve theefficiency of our mass media listed company suggestion. This research is a listedcompany operating performance of media analysis and evaluation, the mediacompany has been marketed to improve operational efficiency will be referencesignificance. At the same time, for many media enterprises, which are thirst to belisted, it also has a certain reference value.