A Study On How To Optimize The Asset Structure Of Xinhua Media

Asset structure refers to the proportional relationship between assets. Rational asset structure can improve the efficiency of corporate assets, reduce risk, improve revenue, and create more wealth for shareholders. Asset structure of the company is the result of investment, research on the asset structure, can provide constraints for the company’s future investment, and improve the investment efficiency. Xinhua Media is a typical media enterprise, this paper studies the asset structure of Xinhua Media, can provide a reference for industries to optimize the asset structure.This paper will analyze the asset structure of Xinhua Media, which will be based on risk-benefit analysis, ant the same time the modern portfolio theory and the theory of value chain will be the judgment standard, and the final purpose of optimization is to maximize shareholder wealth. The purpose of this paper is to maximize the interests of shareholders, and the clue is the influence factors of ROE. This paper will analyze the asset structure of Xinhua Media from the perspective of the operational efficiency of assets, income and solvency risk, to analyze the problems in Xinhua Media asset structure and propose improved countermeasures.Firstly, this paper summaries the relevant research of domestic and international on the asset structure, establishes the asset structure analysis theory framework. Then, the paper makes a simple description of the asset structure and enterprises performance of Xinhua media, finds that the business performance of Xinhua Media is declined, what is related with the irrational asset structure. To prove this conclusion, this paper analyzes the impact of Xinhua Media asset structure on the ROE, and makes a further analysis on the value chain. According the analysis, this paper thinks that the Xinhua Media asset structure has some problems, and then the paper proposed some suggestions. At last, this paper makes a conclusion on the study, analyzes the limitations of the study, and raised the prospect of future research. The conclusion is that the proportion of investment asset is too high, especially the long-term receivables, and the investment income is low, what reflects that Xinhua Media has some problems in funds management and investment efficiency. So, Xinhua Media needs to reduce the proportion of investment assets, and strengthen management.