Research On Influencing Factors And Evaluating Methods Of Goodwill Value Of Cultural Enterprises

Since 2015,listed companies have been operating steadily.For the purpose of diversifying operation strategy and maintaining market value,some listed companies have carried out frequent mergers and acquisitions,and the goodwill brought by premium acquisitions has also increased rapidly with the rapid increase of merger and acquisition events.With the passage of time and the development of business,after the end of the performance commitment period of three to five years,the phenomenon of goodwill impairment breaks out on a large scale in listed companies,and the phenomenon of withdrawing large goodwill value loss even leads to the loss of enterprises appears.According to the statistics of Reus,in 2019,the goodwill of listed companies in the cultural industry was up to 148.431 billion yuan,which accounted for as high as 24.29% of the net assets.Therefore,how to evaluate the goodwill value of cultural enterprises through reasonable methods and means to effectively control the goodwill assets of enterprises has attracted extensive attention and research of evaluation scholars.Aiming at the question of what factors constitute the goodwill value of general enterprises,this paper summarizes and sorts out the "human and financial" goodwill value factor constitution system by means of literature research and theoretical analysis and summary.The system is on the basis of absorbing previous scholars research results,are pointed out in the paper the goodwill value of factors affecting the weight classified as "people,goods,content" three big aspects,proposed consists of 12 specific elements of the "human" goodwill value factors constitute a system,in order to help enterprise managers more accurately identify goodwill value influence factors,and thus more targeted to promote goodwill value.In view of the composition of influencing factors of goodwill value in cultural industry,this paper uses qualitative analysis method and combines the characteristics of cultural enterprises to put forward the "human and financial" goodwill value factor composition system applicable to cultural enterprises."People" in the system including the excellent management team,outstanding advertising operation team,outstanding production team and with external cooperation between enterprises and of a good external relationship between government and a total of four elements,the "goods" includes the scale economy,companies enjoy a lower cost of capital and hold sufficient cash to three factors,"Property" includes a large number of identifiable intangible assets dominated by intellectual property and popular cultural products or services owned by the enterprise.In order to explore how influencing factors affect goodwill value,quantitative analysis and statistical analysis are adopted in this paper.Through analysis of quantitative variables and regression results,empirical conclusions are drawn as follows: The average salary of management,the proportion of sales expenses in the main business income,the proportion of corporate tax in the main business income,the logarithm of business income,the proportion of monetary capital in the total assets and the proportion of intangible assets in the total assets have a significant positive correlation with goodwill value.The average proportion of sales of the top five customers and purchase amount of the top five suppliers are negatively correlated with goodwill value.The average interest rate,the proportion of production technicians in the total number of employees and the goodwill ratio are negatively correlated,but the significance is not strong.In view of how to improve the lack of objectivity in the common methods of goodwill valuation,the regression model method is proposed by case study method.According to the results of statistical analysis can also get cultural enterprises "human" goodwill value factors constitute a system of weights of each factor’s influence on the value of goodwill,and combining with the enterprise of expert of goodwill has been assessed in the above-mentioned elements of the evaluation scores than the industry average,can calculate the reputation degree of G,Furthermore,the results of goodwill value evaluated by traditional goodwill evaluation methods such as excess return method are adjusted to make up for the defects of traditional evaluation methods.By applying the regression model method to the evaluation case of the goodwill value of optical media,it is concluded that the correction by the regression model method is more reasonable than the correction by the analytic hierarchy process.In this paper,although the quantitative study of the culture enterprise goodwill value influence factors and influence degree problems,and puts forward the cultural enterprises "human" goodwill value factors constitute the system and the method of regression model,but limited by time and ability level restrictions,there may be not all culture enterprise goodwill value quantitative influence factors for explaining variables and statistical processing limitations,such as simple How to quantify the level of products or services and the quality of corporate culture in the future;How to further improve and verify the scientificity of regression model method is worth further study.By further analyzing the theoretical basis and evaluation ideas of the regression model method,it is found that the application of the regression model method may provide the possibility for the application of the market method to evaluate the value of goodwill.In theory,the conclusion of regression model method can provide adjustment items and adjustment item weight for market method evaluation,and can further refine and decompose adjustment items,so that the goodwill of different enterprises in the same industry can be comparable.However,scholars still need to further study whether it is feasible in practice and whether the evaluation results obtained by using this method are scientific and accurate.