Financial Performance Evaluation Based On EVA Of A Advertising Company

With the rapid development of the Internet and high quality of life in the pursuit of human beings,the media products and services gradually broaden our horizon.Advertisement,as a representative of media field,has a great influence.Businesses utilize effects of target ads to launch and enhance the product reputation,which is a new challenge for advertising industry.Facing fierce competitions of the same occupation and high requirments of clinet,it is advertising company must exploit reasonable and effective evaluation methods for their performance in order to find their own problems encountered in the development and solve them,and then achieve high-yield standardization development.Performance evaluation is the core of enterprise management,affecting the company’s business objectives and development direction.The traditional performance evaluation index neglects the stock capital cost,but EVA combines the stock capital cost and debt capital costs in order to avoid the shorcoming of traditional evaluation indicators,and then has been entensively investigated.In this paper,we discussed the application of EVA in the performance evaluation of A company by the case studies and comparative analysis.This paper is divided into the following six parts: The first part is the introductions which introduce the performance evaluation at home and abroad,and their developing and signification by collecting lots of ralated literatures;the second part introduces the relevant theory of performance evaluation and EVA performance evaluation;the third part,we compared the index of EVA performance evaluation with that of traditional performance evaluation and found the advantages and disadvantages about the EVA performance evaluationad by the case studies and comparative analysis.In the fourth part,the EVA rate is used as a yardstick to find out the a listed company ranked first,and we compared the EVA index of A company to diagnose the deficiency of A company;the fifth part are countermeasures and suggestions which are used to improve the A company’s EVA and make it play an important role in the advertising media industry;the sixth put forward conclusions and prospects.Based on the above conclusions,this paper points out the shortcomings in the research process and puts forward the prospect of the future,so that EVA performance would be by case studies and comparative analysis widely applied to the advertising media enterprises.