Construction And Empirical Study On The Performance Evaluation System Of Media Enterprises

At the present age, with the development of the technology and information,Chinese media industry also develops rapidly. As the important carrier of Chinesemedia industry, the media enterprises achieved significant results in thetransformation of operation concept, operation mode and corporate governance.However, it is present to be more complicated to evaluate the performance ofChina’s media enterprises due to the history causes and the characteristics ofChinese media enterprises themselves. Furthermore, Chinese academic field has notyet given sufficient attention on these problems. Therefore, it is important toestablish the evaluation index system which is more scientific, rational as well as inline with Chinese current national conditions in both theoretical field and practice.Firstly, the article starts with the literature review of media performanceevaluation at home and abroad, and defines some concepts and some theories. Basedon these, the paper explores the process of media enterprises institutional change,the demands of stakeholders, the subjects of evaluation and the target of evaluation.And then, according to the stakeholder theory, resource dependence theory,contingency theory and symbiosis theory, the research deduces three dimensions ofevaluating Chinese media enterprises, namely, influence, responsibility and finance.Moreover, the research filters out the specific index for each dimension by analyzingthe data which were collected through questionnaire, database and company reports.Meantime, weight each index by analytic hierarchy process and SPSS statisticalsoftware. Moreover, the study takes Chinese media listed companies as examples todo empirical research to test to evaluation system.Finally, in terms of the questions which were found in the process of the study,the paper also proposes some operational suggestions, for instance, strengthencorporate social responsibility sense, establish and improve the modern corporategovernance system, strengthen the initial development to avoid homogenization, etc.,and promote the stable and healthy development of Chinese media enterprise.