Research On Performance Evaluation Of Cultural Media Based On EVA

In recent years,with the rise of online media and the promotion of young people,cultural media companies have opened up the new media strategy model of the Internet,strengthened the comprehensive strength of enterprises,and promoted the continuous development of enterprises.The media industry is showing a state of overall prosperity.With the increase in consumption and cultural demand,users' demand for spiritual culture is also increasingly diversified.Therefore,the Chinese government has successively issued a series of related policies and regulations to promote the development of the cultural media industry.The "13th Five-Year Plan" clearly states that in 2020,the cultural industry will become a pillar industry of the national economy.In this context,the status of the cultural media industry has continuously improved,and it has become the focus of investors' pursuit.In order to achieve the goal of long-term development,the cultural media industry must construct a reasonable,objective and effective performance evaluation system.Scientific performance evaluation is the core of business management.At present,the performance evaluation of most cultural media companies in China has traditionally focused on net profit,including traditional financial indicators such as return on assets(ROA),return on equity(ROE),and earnings per share.The biggest problem with such evaluation indicators is that it is easy for managers to generate the illusion of “capital free”,and the economic value added(EVA)overcomes this shortcoming by considering the cost of debt capital and the cost of equity capital.EVA is a new type of performance evaluation index that is widely used internationally.This paper hopes to establish a performance evaluation system based on EVA as the core,and realize a comprehensive analysis of the capital cost of cultural media enterprises,thereby enhancing the value of the enterprise and promoting the long-term development of the enterprise.This article is divided into seven parts: The first part is the introduction.Explain the research background and significance,and summarizes the domestic and international performance evaluation and the research status of EVA.The second part is the theoretical basis of this paper.It introduces the related concepts of performance evaluation and related theories of EVA.The third part analyzes the status quo and development process of performance evaluation of cultural media industry,and understands the defects in the performance evaluation of cultural media industry.Finally,it analyzes the feasibility of EVA indicators to evaluate the cultural media industry.The fourth part is based on the principle of index construction and comprehensive consideration of the characteristics of cultural media enterprises,selects the performance index based on EVA,uses the AHP to determine the weight,and builds the EVA indicator performance evaluation system.The fifth part introduces specific cases,introduces the situation of Z company,applies the performance evaluation system to Z company,and finally analyzes the results of Z company EVA performance evaluation.The sixth part,in order to better promote the EVA performance evaluation in the cultural media industry,propose countermeasures.The seventh part,based on the above research,proposes relevant conclusions.