A Study On Technical Innovation Efficiency Of Media Listed Companies And Its Influence Factors

Media Industry is an important part of GDP (Gross Domestic Product) andsupports the economic development of a country. For example, the media industryoutput value accounted for GDP in developed countries is more than traditionalindustries, such as the United the value of States, Japan, South Korea is more than itsiron and steel industry’s value. Media industry becomes more strength to contribute theeconomic development in currently. It covers more than1billion people and ensuresmore than2million people get jobs, and now there are three professional mediacolleges and120universities which relate with media in China. These show that ourcountry is a big midia country, but we still need to realize that the technologicalinnovation efficiency of China’s media industry is not very high, China is not a powermedia country, and the mission of us is change the big to power. Hence, I set the medialisted companies as research samples of media enterprises, then studying thetechnological efficiency and its influencing factors of these countries,seekingresolutions to improve the technological efficiency of media enterprises and develop ourcountry’s media industry.The technical route in this paper as following:Firstly, on the basis of reviewing the literature and research findings abouttechnological efficiency at home and abroad, this paper builds DEA-BCC model tomeasure technological innovation efficiency, choose corresponding input and outputindex, and use DEAP2.1software to calculate the technological efficiency, puretechnological efficiency and scale efficiency from2011to2013of74midea enterpriceswhich listed in Shanghai and Shenzhen Stock Exchange. Secondly, we start to study therelation between technical efficiency and enterprise competitiveness which containsprofit ability, operation ability, financing ability, market proportion, the value chainposition, staff quality and cost situation.Then adding the control variables:enterprisescale, capital structure, and regulating variable:policy support to the hierarchicalregression model. Finally, according to research findings, put forward some suggestions.The final conclusions as following: First of all, there are three steps about themedia reginal distribution and most media companies are located at the first staircase(Beijing and Guangzhou); Secondly, because of the enterprise input size cannot be adapted to the technology abilities in the company developing process, thetechnical efficiency of listed media companies is in a state of decline overall in threeyears,and the level of technical efficiency is ordinary. However, we can improvetechnical efficiency via expanding the investment of those companies which is still inthe stage of scale expansion.Finally, Based on empirical analysis, we reach thefollowing conclusions:all the profit ability, financing ability and staff quality aresignificant positive related to the technical efficiency;both the operation ability and costsituation are positively correlated with the technological efficiency,but not obvious;market proportion and the value chain position have significant negative correlated withtechnical efficiency.In this paper, the main innovation includes two aspects:On the one hand, On the one hand, I chose the topic that has not been researched,which is the technical innovation efficiency of media companies. What’s more, aftermeasuring the technical innovation efficiency by DEA, analyzing the relationshipbetween the technological efficiency and corporate financial resources, marketperformance and the enterprise management level three aspects. Finally drawing aconclusion that these factor how to impact the technological efficiency and puttingforward the proposals.On the other hand, using the methd of general and special nature to select the indexthat calculate the innovation efficiency, which not only consider the characteristics ofmedia companies, but also consider the media industries’ characteristics This paperselects the following index to measure the technical efficiency of the media listedcompanies: the media business revenue, software, patents, copyrights and trademarks asthe output index; fixed assets, intangible assets, the total R&D and the proportion oftechnical personnel as input indicators.