Can R&D Intensity In The Culture Industry Promote The Improvement Of Corporate Profitability?

Since the late 1980 s, Faced with the diversified economic environment, Domestic and international science and technology are constantly rapid development, innovation activities have become more and more necessary for the enterprises. Therefore, R&D as an important means of enterprise to carry out innovation activities, more and more get the attention of the domestic and foreign enterprises. Now most of the literature on domestic and foreign corporate,The mainly study object of the relationship analysis between R&D investment and profitability is manufacturing, pharmaceutical and other industries. The related analysis research about R&D investment and profitability mainly adopts empirical analysis method,This paper uses the case study method is a complement to current research, there are some practical significance.By sorting the companies’ annual report data from 2010 to 2015 listed on the culture industry, ultimately determine the SPEARHEAD and TANGEL PUBLISHING CO.LTD study. RESSET by collecting relevant indicator data corporate R&D spending and profitability investment by Excel data table sorting,graphing, using the case study method comparative analysis of enterprise can promote high profitability if continued high R&D intensity. The main contents are as follows : first of all, It will introduce the background of current situation about R&D. According to actual situation of the R&D, it selects "SPEARHEAD " and “TANGEL PUBLISHING CO.LTD” as the case of this article, And put forward the innovation of this paper; Second, The definition of related concepts, and lists the theoretical basis of this paper, and then,it will review and summarize the research which about the affect profitability received form R&D; third, To do a simple introduction to the SPEARHEAD and TANGEL PUBLISHING CO.LTD; Fourth, doing detailed analysis in the company of SPEARHEAD and TANGEL PUBLISHING CO.LTD actual implementation of R&D and the impact on the company’s profitability; Fifth, Concluded and Inspiration.By case study research, the conclusions are got as following: R&D intensity in the culture industry can promote the improvement of corporate profitability, and the R&D intensity is higher, the more significant impact on corporate profitability. Based on the research results, some relevant recommendations will be put forward based on case studies.