The Effectiveness Analysis Of Chinese Publishing Media Listed Companies' Investment In Games

With the continuous progress of Internet technology,the original information transmission method has been changed.The traditional media such as television,newspapers and periodicals,and broadcasting continue to be integrated,the popularity of mobile Internet and the use of personal intelligent terminals are becoming more widespread,so the industry of publishing,film and television,games,music,advertising,education,and animation has been promoted into the wave of industrial convergence.The online game field is a tempting big cake.The current high profit rate of the online game industry entices many listed companies in the publishing industry.At this stage,publishing media companies invest in online games are driven by factors such as technology,audience,competition,and government.Judging from the current investment distribution of the publishing media listed companies,many companies have spent heavily on online games.The capital operation is often accompanied by high risks.The ultimate goal of the publishing media companies' involvement in the online game industry with capital operations is to maximize their profits.Therefore,the effect achieved by publishing media companies investing in game companies is worth our in-depth study.At present,from the perspective of the return on investment in the game field of listed companies in China's publishing media,there are two cases of excellent returns and losses.Why are publishing media listed companies all adopting capital operations to lay out the game industry,but there are two very different results.This paper selects two publishing media listed companies,Zhejiang Daily Digital Culture Group and B-ray Media,which have already invested in the game field.This paper analyzes and compares the operating conditions of the two publishing media listed companies that have entered the online game business.Through the comparison of the operating status of the game business subsidiary companies,the contribution of the game business to the listed companies,and the overall financial status of the listed company,the differences in the investment results of the two listed companies are analyzed.Through comparison,it is found that Zhejiang Daily Digital Culture Group is significantly superior to B-ray Media in investing in online games.The main reasons for the differences are:First,the business standards of the companies selected by the two companies are very different.Second,there are differences in the investment games between the two companies.Third,the two companies have different overall strategic plans.Fourth,the integration of business resources of the two companies is not consistent.Finally,based on the experience of Zhejiang Daily Digital Culture and B-ray Media,this article proposes several investment strategies that can be used by other publishing media companies.