The Empirical Analysis Of Relationship Between Urban Residents Consumption Level And The Performance Of Media Listed Companies

Media industry development is influenced by many factors, it is not only affected by macroeconomic factors such as economy, population, also affected by microscopic factors such as income, consumer. At present scholars pay more attention to macroscopic factors of the media industry development, and pay less attention to the micro factors especially the influenc e of residents' consumption level. In this article, it explores the impact of residents' consumption level on the communication performance of listed companies of China through correlation analysis and regression analysis of mathematical statistics researc h methods, and it has certain theory value and practical significance. Due to the availability of information and data, this article selects the consumer indicators(includes four level indicator and 13 secondary indicators) and roe index of the communication performance of listed companies of China, based on the China statistical yearbook and the yearbook of Chinese listed companies for the data source, and chose the data from 2004 to 2011 for processing and analysis to verify the relationship between the urban resident consumption level and the communication performance of listed companies of China, and put forward the development suggestions.Through regression analysis, this paper argues that urban resident consumption level has a strong positive role in media of China listed companies in generally, and we can predict the development of Chinese media listed companies in future through the unary linear regression equation. In measuring indicators of urban residents consumption level, urban residents per ca pita GDP, per capita income, durable goods and clothing of urban residents per capita, per capita consumption expenditure, cultural and educational entertainment consumption expenditure per capita of urban households consumption environment, urban resident s entertainment and communication performance of listed companies of China have a significant positive correlation. At last, I put forward suggestions from two aspect s: media listed companies and the government of China. T he media listed companies should m ake timely prediction, grasp the audience positioning, innovative media of durable goods and make reasonable pricing proposal. T he four suggestions to the government are below: One is increasing of urban residents per capita income, and strengthening its media consumption ability. One is speeding up urban resident change of durable goods to improve the media to ensure the material consumption. One is promoting urban service consumption to improve its media consumption idea. The last one is optimizing of ent ertainment consumption environment to build the media consumption atmosphere.