A Cultural Media Group Financing Management Optimization Research

Since 2004,with the full implementation of the pilot work of cultural system reform in China,China's cultural media units have carried out drastic reform,and gradually transformed from public institutions into the mode of "enterprise oriented operation with the nature of public institutions".The separation of propaganda function and operation responsibility not only ensures the mainstream media position,but also makes it possible for industrial operation to carry out capital operation This has greatly promoted the rapid development of the state-owned media industry at a certain stage,forming a large-scale and intensive group pattern,from "cultural media units" to "cultural media groups",and the state-owned economic elements still dominate.In recent years,with the vigorous development of new media,the traditional media market has been greatly impacted,and the market share has been declining year by year.In order to keep up with the pace of the times and further expand the market,it means that more capital must be invested in the transformation and upgrading.Due to the system reasons,the cultural media group has limited integration with finance.For a long time,there are insufficient internal financing,single financing mode and profitability There are still some difficulties in obtaining financial support for the development of enterprises.In the current situation of severe external environment and urgent internal transformation and development,the cultural media group should break through its own bottleneck and achieve rapid development.Only by taking the innovation of debt financing of cultural media group as the driving force,constantly optimize the debt financing structure and strengthen the financing management ability,can a good situation of stable development be created under the current situation.This paper starts with the theories of cultural media,group enterprises and financing management,describes the development status of China's cultural media groups and their status and role in economic society,clarifies the key role and influence of financing on the development of cultural media groups,analyzes the financing status,main financing methods,financing environment and financing obstacles faced by cultural media groups,and The relationship and interaction between the development of cultural media industry and financing.Secondly,considering the commonness of ownership structure,shareholders' background,financing methods,risk control management,financing evaluation and other aspects,combined with the actual work,this paper selects a regional representative cultural media group-group A as a case,analyzes its operation and financial status,capital utilization and financing situation,and studies the financing management mode of the enterprise in detail This structure,financing channels and methods,financing evaluation and internal control management,etc.,combed the problems existing in the financing management of the enterprise in detail.Then,combined with the actual needs of group A,this paper puts forward the optimization scheme in the aspects of capital structure planning,financing mode expansion,financing evaluation,internal control and supervision.At the same time,it is suggested to implement safeguard measures in the aspects of organizational system,personnel structure and management improvement to further consolidate the effectiveness of financing management.Finally,I hope to focus on the analysis and discussion of the financing management of a cultural media group through the study of specific cases,so as to provide reference experience for the financing behavior of cultural media group,and ensure the stable development of national mainstream media propaganda position.