Research On Competitiveness Evaluation Of Chinese Listed Publishing Enterprise

The publishing industry as an important component of China's cultural industry,not only bears the cultural duty but also arouses the return reading habits of gradually lost.According to China's "13th Five-Year" plan,China will continue to promoting the upgrading of culture industry and the structure of cultural industry.Therefore,the scientific evaluation of publishing enterprise competitiveness can not only cause the social public to concern for the publishing company and discussed,but also lay a solid competitive advantage in the international competition for the Chinese publishing industry,and play an important role in the establishment of the socialist spiritual civilization.On the basis of previous research achievements,the influencing factors of competitiveness of publishing industry are determined by the analysis of the comparative advantage theory,competitive advantage theory,enterprise resource theory and enterprise competence theory and other related enterprise competitiveness theory,and the understanding of the competitiveness of publishing industry.According to the characteristics of factors about the competitiveness of publishing industry,this paper expounds the publishing industry competitiveness evaluation presenting U-shaped trend of development.Aiming at the limitations of traditional evaluation theory,this paper wants to construct China's publishing industry competitiveness evaluation index system that contains indicators for social benefit,growth ability and economic benefit of three aspects.This paper makes an empirical study by using the BP neural network model and the data of 12 Chinese Listed Companies in the publishing industry,and gets the key influencing factors,namely,the total of social donations,the quality of publication editing,the number of employment jobs,the rate of return on total assets,liquidity ratio.By analyzing the problems of 12 listed publishing enterprises,this paper puts forward the following suggestions:strengthening enterprise management to enhance profitability;paying attention to the effect of spirit and culture to enhance the social benefits of enterprises;strengthening the supervision of industry and government to guide the publication of public opinion etc.