The Influence Of Two-way Media Attention On The Investment Preference Of Enterprises

Under the rapid development of the current society,the choice of corporate investment preference has gradually become one of the most important issues in corporate governance.The investment attitude of an enterprise is a response to the current state of business and profitability.It is an important index to measure the future development of a company.On the analysis of the influencing factors of enterprise investment preference,many scholars have studied it.In terms of financial factors,corporate earnings,records of financial information,financial statements and liabilities structure of enterprises will have a strong or positive impact on corporate investment.In terms of non financial factors,the educational background and media coverage of the executive will have an impact on the investment of the enterprise.In the media reports on investment impact analysis,most of the existing literature is to analyze the impact of media on the efficiency of investment,and on the basis of previous studies,media reports on corporate investment efficiency is often a double-edged sword,will not only promote the investment to a certain extent,will make the enterprise on the other on the one hand,reduce the investment.On the basis of the above two reasons,this paper will focus on the analysis of the change behavior of enterprise investment preference.In the choice of research methods,considering the current stage,each company's investment preference is not a set of unified system to determine how to determine.The author believes that it is difficult to determine the investment preference of all companies in accordance with a unified standard to determine whether it belongs to radical or robust investment.In addition,the determination of the total amount of investment for each company is difficult to be measured in a unified dimension.It can only determine the standard of the amount of investment based on the disclosed data.Based on the above reasons,this paper chooses the case study in the method.Mainly to the JD group listed nearly three years(2014.7-2017.6)enterprise investment preference changes,choose the authority of the ten media reports,the media reported in accordance with the nature of positive and negative reports to media reports of media,the impact on the different nature of the role of media investment preference in the case of companies.Through the case study of JD group,the final result shows that media reports can help enterprises to invest by eliminating information asymmetry and supervising mechanism under principal-agent.Negative media reports will make business investment more prudent.Finally,in view of some situations,the positive or negative media reports do not play a significant role in the investment preference of enterprises.The reasons for the reasons are analyzed,and reasonable constructive suggestions are put forward.It will lay a solid foundation for enterprises to establish relevant risk response policies in the future,and achieve the rational use of enterprise funds,ensure the effectiveness of corporate capital investment,and grow into a better company that is trusted by the masses and serve the society,and create a more harmonious society.