Performance Evaluation And Future Development Of Listed Media Companies In Chengdu And Chongqing

With the development of economy,cultural industry has become more and more important.Globally,many developed countries have listed cultural industry as a national key industry.With the continuous adjustment of China's industrial structure,the proportion of cultural industry in China's GDP is rising,which has made a great contribution to promoting the high-quality development of China's economy.In this context,through the business performance of enterprises,the analysis of the problems in the development of the media industry can contribute to promoting the cultural industry to adapt to the new era and marketization.The construction of Chengdu Chongqing double city economic circle has really risen to the national plan,and singing the "double city story" has become more important for China's overall development.So how about the development and operation of the media enterprises in the greater Chengdu Chongqing region,and how to continue to make the whole industry bigger and stronger in the future,has become an urgent problem to be solved.This paper takes the listed media companies in Chengdu and Chongqing as the research object.Based on the financial statement data in 2019,this paper analyzes and studies from five dimensions: solvency,operation ability,growth ability,capital structure and profitability.In order to explore the driving factors of the profitability of each enterprise,we use Du Pont analysis system to decompose the return on net assets layer by layer.It is found that the listed media companies in Chengdu and Chongqing have strong profitability and solvency,but their operation ability is at the downstream level of the same industry,their business is single,their risk resistance ability is low,their derivatives industry chain needs to be improved,and their capital structure needs to be optimized.Therefore,on the basis of using financial analysis to find problems,combined with communication knowledge,the paper puts forward development suggestions.