Study On The Differences Of Media Listing Corporation Competitiveness Based On Financial Perspective

Along with the development of cultural system reform in China, the media enterprises begin to form a unique and striking board in the capital market. In the past ten years and next decade, media enterprises are facing a hundred years historical opportunity of industry explosion in China:because when the wealth is accumulated to a certain extent and people’s material life is satisfied, the spiritual level requirement will be given greater priority. The huge population base and the rapidly growing demand bring in the public consumption explosion for the media industry. However, the revolution of IT technology and the resulting consumer behavior changes bring more severe impact for media industry. A new kind of media is now emerging and provides consumers the new behavior pattern. It will complete the integration of new media industry and change of profit model when it impacts on traditional media industry.From horizontal and vertical dimensions, the paper analyzes the growth ability, profitability, solvency and financial structure for the different types of listed media companies through using the basic theory of modern enterprise management and the means of classification, contrast, induction and combination of research and practice, by taking the company financial analysis and "competition theory" of Michael Potter for reference and retrieving the recent financial data of multiple listed media companies.The research found that the same type of listed media companies usually have the similar competiveness while different type of listed media companies show completely different competiveness; competitive threat is mainly embodied in alternative products and services, especially the new media is taking substantial market share from traditional media industry. Unfortunately, in the procedure of replacing traditional media, the new media haven’t given the higher profitability than traditional media; the company scale is taking an increasing share in the competiveness of listed media companies, thereby causing obvious Matthew effect of winner-take-all and prompting the mergers in this industry. However, in order to develop competiveness, both the new media and traditional media are exploring to various and unknown direction and show a grand spectacle with co-existence of sadness and passion.Through analysis and evaluation for the competiveness of listed media companies based on financial index, the research has a certain reference value for traditional media searching new outlet and new media exploring for new profit model. Meanwhile, the research will be helpful for the investors and professionals of media industry.