Analysis Of Management Efficiency And Influencing Factors Of Cultural Media Industry

Since the idea of "cultural power" put forward by the third Plenary session of the 18 th CPC Central Committee,the cultural media industry,as the pillar industry of the cultural industry,occupies a pivotal position in the growth of the national economy.With the rapid development of the Internet,China's cultural media industry has suffered a certain degree of impact,the traditional business philosophy can not fully adapt to the rapid changes in the external environment,so the cultural media industry must make timely adjustments.Therefore,the study and evaluation of China's cultural media industry management efficiency,analysis of the impact of cultural media industry management efficiency.Therefore,it is of great significance to explore the countermeasures and measures to improve the management efficiency of cultural media industry.The research goal of this paper is the whole cultural media industry,because the listed companies have a certain representativeness,and considering the convenience and authenticity of data acquisition,the specific research object of this paper is the listed companies in the cultural media industry.Based on the sample data of 56 listed companies in cultural media industry from 2011 to 2018,this paper selects the main business cost,total fixed assets,current assets,number of employees on the job,salary payable to employees as input index,net profit and main business income as output index,and constructs a SBM-Malmquist model to operating efficiency statically and dynamically.Calculation The results show that the overall operating efficiency of China's cultural media industry is low,the main reason for the overall efficiency is the scale efficiency.An empirical analysis of the factors affecting the efficiency of the cultural media industry using the restricted Tobit panel model shows that the rate of return on net assets,the proportion of the top three compensation of senior executives,the growth rate of total operating income and R & D investment are proportional to the efficiency of the enterprise,the ratio of assets and liabilities,the length of the company's listing is inversely proportional to the efficiency of the enterprise,and the top ten shareholders have no significant influence on the efficiency of the enterprise's operation.On the basis of the above research,this paper proposes to optimize the capital structure and improve the equity system of the company To improve the salary incentive system and other measures to improve the efficiency of the cultural media industry.