Research On Performance Evaluation Of Culture Media Listed Companies

“Thirteen Five” plan proposed that we aim to achieve the culture industry as a pillar of the national economy in 2020,therefore,it has become a hot topic of social concern.As an important source of China's economy and culture,culture media listed companies have made great contributions to spreading the values of contemporary China.Through studying the listed companies in culture media performance evaluation,this paper intends to provide some effective empirical basis for managers who desired for the steady development in listed companies.First of all,this paper introduces the basic characteristics of listed cultural media companies and the theoretical basis of performance evaluation.By carefully comparing other performance evaluation methods with the DEA,we finally determined that consider the BCC input-oriented model of DEA as the basic research method of performance evaluation in this paper.Secondly,according to the relevant selection principles of the research sample companies,we finally selected 49 listed cultural media companies' financial data from 2016 to 2018 as the research samples,from among 74 listed cultural media companies in the market center of Sina finance and economics.Moreover,to rationalize the input and output indicators,we screen financial indicators through the method of Grey Relation Analysis(GRA)and correlation coefficient integration.we determined the fixed assets,deal with worker firewood,main business cost as input indicators,main business income and net income as output indicators.Finally,by using the CCR and BCC model,we calculate the three consecutive years of comprehensive technical efficiency,pure technical efficiency and scale efficiency and scale reward of 49 companies.Consistently,we had done the lateral,longitudinal and comprehensive evaluation analysis to 49 culture media listed companies from the four aspects above all.Through analyzing the effectiveness of the DEA performance of our country's listed companies in 49 culture media,the study reveals that generally exist the phenomenon of low efficiency in our country's cultural media listed companies.Here,our study demonstrated that scale inefficiency plays important roles for this kind of technical efficiency of listed companies,most companies have not operate production at the best size point.Culture media class,therefore,are supposed to optimize the asset management of listed companies,strengthen the cost control of enterprise beforehand matter and afterwards,pay attention to technology research and adjust enterprise scale,etc Then those companies could reasonable and effective allocation of investment,such as fixed assets,the number of employees and the main operating cost.Taken together,the enterprise is able to use the minimum input for maximum output,and improve the efficiency of the company,strengthen the market competitiveness.