An Empirical Study Of Factors That Influencing The Goodwill Of Chinese Culture Media Industry

With the rapid economic development in our country and the continuous improvement of the income level of the residents,the public's cultural needs have rapidly increased.The globalization of emerging technologies such as Internet communications is also vigorously promoting technological innovation and industrial convergence in the cultural media industry.At present,China's policy on the development of the cultural media industry is changing.The support from the government is constantly increasing,and the preferential policies have been promulgated one after another.In recent years,the development structure of China's cultural media industry is undergoing restructuring.Mergers and acquisitions and restructuring activities are frequent,and cases of over-premium mergers and acquisitions are gradually increasing.Among them,the recognition and valuation of goodwill gradually attracted the attention of Chinese scholars.After more than 100 years of research,great progress has been made in the study of goodwill.In the past,most scholars studied the study of goodwill from the perspective of the whole industry,and studied less about the characteristics of goodwill in different industries.This article will focus on the cultural media industry perspective on the impact of goodwill.Based on the sample of listed companies in M&A during the period of 2012-2016,the paper empirically studies the influencing factors of goodwill in the cultural media industry.Analysis of the outstanding management team,good staff quality,efficient advertising,reasonable inventory turnover,high marketing level,the scientific capital structure,the amount of intangible assets on goodwill,the use of empirical research methods to prove the above factors Relevance to goodwill.The following conclusions are drawn from empirical research:The average management compensation,long-term interest-bearing debt ratio,advertising and promotion fees,inventories and cultural and media companies have good business reputation.Among them,goodwill was positively related to management's average salary,long-term interest-bearing debt ratio and advertising promotion fee.Goodwill is negatively correlated with inventories.In the meantime,there is no correlation between goodwill and employee average remuneration,inventory turnover,bachelor degree or above,or intangible assets in the cultural media industry.