The Research On Innovation Efficiency Of R Media Company

Under the background of innovation-led development,the continuous development of media technology leads to the collision between traditional media and new one.It is an urgent problem for listed cultural media companies to catch up with the pace of technological innovation and development,and to keep enterprise competitiveness in this collision.As a publishing group that started with magazines,R media company has expanded a lot of business and made innovative development in recent years,but its performance is not significant.Therefore,the analysis and research on the technology innovation of listed cultural media companies in China at the present stage is helpful to understand the current situation of the technology innovation of listed companies in the media industry.Moreover,through the analysis of differences in the industry,it can put forward targeted countermeasures and Suggestions for R media company to improve its technological innovation efficiency.In this paper,firstly,I analyzes the environment of R media company's innovation and development,studies it by using PEST and SWOT environmental analysis methods,and introduces the current innovation situation of the company.Secondly,in order to analyze the technological innovation efficiency,I chose the three-stage DEA model which considers environmental factors and random disturbance terms.After reviewing some papers on technological innovation efficiency and cultural media industry,I chose the number of R&D personnel and the amount of R&D investment for input index.The output index were operating income and net profit of a company.As well as environmental variables,I chose the years of establishment of enterprises,financial subsidies and local GDP per capita.Then,I use the model to analyze the technological innovation efficiency of 36 listed cultural media companies in China.The technological innovation efficiency of R media companies was compared with the industry average.Finally,I put forward some countermeasures and Suggestions according to the analysis and research results.The results showed that R media company's profitability,operation ability and growth ability were poor,ranking below the average level in the industry.The overall technical innovation efficiency of the 36 listed companies in the media industry investigated in this paper is not high,and the average comprehensive technical efficiency of the industry is below 0.7.After eliminating environmental factors,management inefficiency and random noise,the pure technical efficiency increases,and the comprehensive technical efficiency and scale efficiency decreases.So the whole media industry needs to improve the efficiency of technological innovation,especially the efficiency of scale.Comparing the technological innovation efficiency of R media company with the industry average,the comprehensive technical efficiency,pure technical efficiency and scale efficiency of R media company are all below the average,and there is an obvious decrease after adjustment.It is proved that environmental factors have a great impact on its efficiency level.Moreover,there are also some problems in R's internal management.So measures should be taken both for policy support and internal management.