Research On The Improvement On The Operating Budget Management Of XB Company's AD Department

With the continued sliding of global economic,the traditional industry falls into a position that is no longer increase or even become shrink,the development of the internet made it more difficult for the traditional industry who face the unprecedented competitive pressure.In order to ensure the traditional enterprises' stability and sustainable development,they need to use a management model which is advanced and safe to deal with the challenges.As a relatively mature and effective enterprise management control system,budgeting management is of great importance for the enterprise to plan strategic target,control daily activities,prevent and manage the operational risk and optimize the allocation of resources.XB Company is a large-scale metro daily newspaper in Hunan province who has competitive advantages,high market share and is a representative of the traditional newspaper enterprise.To deal with the impact of the internet,XB Company is actively to seek the way of development.On the basis of literature review and theoretical analysis,this paper analyzed the company's AD department's current situation,existing defects and reasons of the operating budgeting from the aspect of operating budget organization and system,preparing budget,implementation and monitoring,analysis and evaluation.We found the existing defects such as the budget institution is incomplete,the budget system is impact,prepare time lag,the budget is inaccurate and incomplete,lack of monitoring mechanism,budget analysis is not in-depth,the budget evaluation is a mere formality,budget incentive system is not well-designed.As these defects existed,the result of operating budget is not as well as we thought.To deal with these problems,combined with the company's actual situation,this paper will give optimization measures such as optimize the structure of the budget management organization,set up a budget management system,prepare the budget in time,enhance the accuracy of budget,set up a real-time monitoring system,strengthen the cost control,use scientific method to analyze the budget,improve the assessment index system,improve the incentive methods.The purpose of this paper is to provide comprehensive and feasible improvement measures of operating budget,as to help XB Company's AD department to improve the operating budget management level.