An Empirical Analysis Of The Impacts Of Tax Policies On Firm Performance In Online Media

At the G20 Summit in Hangzhou in 2016,leaders of many countries jointly launched the initiative to develop the digital economy together.Judging from the current situation of global digital economy development,the integrated digital economy accounts for over 70% of GDP in most countries.In 2016,China's digital economy accounted for just over 30% of GDP.Although it did not catch up with the first tier of the international economy,its growth rate of 18.9% was at the forefront.As an important part of the integrated digital economy,the Online media industry has also taken advantage of the technology boom.According to the statistics of media blue book,the total scale of China's media industry reached 1896.67 billion yuan in 2017,among which Online media contributed 66%.The influx of technology and capital has expanded the development of the online media industry.While expanding the industrial scale,it has also provided a new path for China to improve its international voice and enhance its international influence.Based on this situation,this article discusses the tax burden of online media using tax economic theory and accounting theory.After that,this article explore the relationship between tax burden and firm performance,and try to find the optimum path for online media tax policies.This article consists of four parts.The first part is the introduction,which introduces the background and research significance of the thesis,and summarizes the research conclusions of domestic and foreign scholars at the present stage.The second chapter analyzes the industry and its related tax system.This part introduces the characteristics,operation process and role of the Online media industry in the national economy.From the perspective of tax economics and financial accounting,the paper also discusses the mechanism of tax policy's influence on the business performance of online media enterprises.The third chapter is empirical analysis.On the basis of reviewing the changes of turnover tax and corporate income tax system of online media enterprises,this paper makes descriptive statistics on the changes of tax burden of listed online media enterprises in China.Then using the regression model to explore the impact of tax policy on the business performance of online media enterprises.The fourth chapter is the conclusion and policy suggestion.Based on the above theoretical analysis and empirical research results,this paper proposes Suggestions on how to optimize tax policies and improve tax collection and payment efficiency for both the government and enterprises.The main contributions of this paper are two: first,the expansion of the industry perspective.This article not focus on the local community or on whole research like others,but choose the medium point of view.This article tease out the tax system of online media and describe the tax burden of this industry using Stata to make a supplement for this aera.Second,the expansion of empirical analysis.On the one hand,this paper expands the time range for the empirical analysis to 2009-2017,covers the point of replacing the business tax with a value-added tax,and examines the changes in the overall tax burden of enterprises by comprehensive tax burden rate.On the other hand,the introduction of principal component analysis.In this way,the online media business performance has a relatively comprehensive index.