Research On Financial Performance Evaluation Of Jishi Media Based On AHP-DEA Method

Radio and television industry is the basic field of China's digital economy.It plays an important role in promoting the industrial upgrading and digital transformation of traditional manufacturing industry.With the continuous introduction of new products and services in the radio and television industry,consumers have more choices in cultural and entertainment consumption.In recent years,radio and television enterprises have carried out digital transformation successively.The traditional means of financial performance evaluation can not meet the development needs of enterprises,and the financial performance evaluation system that can guide enterprises to make strategic decisions in the information age has not been formed.Therefore,radio and television enterprises lack a comprehensive,systematic and objective way to evaluate the company's financial performance.Jishi Media Co.,Ltd.is also facing this problem,so it urgently needs a matching financial performance evaluation system.Through the investigation,it is found that the current traditional financial performance evaluation system does not have an objective weight system for weighting,that is,during the performance evaluation,the relevant personnel may pay too much attention to the indicators with low weight and ignore the important indicators that directly affect the future development of the enterprise.At the same time,it is found that Jishi Media has significant advantages in business process completion efficiency after digital transformation.In addition,the management decisions of the management are contrary to the results of financial performance evaluation,which reflects that the internal business information mastered by enterprise managers is not reflected in the traditional performance evaluation system.In this paper,through the combination of analytic hierarchy process(AHP)and data envelopment analysis(DEA),a new set of financial performance evaluation system is constructed by using ahp-dea method,which is applied to the financial performance evaluation process of Jishi Media.Its purpose is to find the problems existing in the financial performance of Jishi Media and put forward corresponding suggestions.This paper uses AHP model to let the financial personnel and managers of Jishi Media score the financial indicators according to the nine grade scoring criteria,and select the financial indicators according to the weight;Using DEA model,this paper makes a vertical and horizontal comparative analysis on the financial performance of Jishi Media.On the one hand,through the vertical comparison of the financial performance of Jishi Media,we can get the business status of Jishi Media in recent 10 years and the indicators that should be paid attention to;On the other hand,through the horizontal analysis of the financial performance of Jishi Media,we can get the position of Jishi Media in the industry and the scale of further investment.This paper finds that Jishi Media has weak growth in operating revenue and high asset liability ratio.The efficiency of radio and television technology is better in the radio and television industry at the same time.This reflects that Jishi Media attaches importance to the investment in information infrastructure and realizes the high-quality and stable development with effective technology and scale,rather than pursuing short-term performance and deviating from its main business.With the rapid development of digital economy and the rapid improvement of the degree of digital transformation of domestic enterprises,Jishi Media should firmly grasp the historical opportunity and gradually improve the level of corporate governance and production and operation by adhering to scientific and technological innovation,focusing on the development of main business,optimizing capital structure and strengthening the management of accounts receivable,so as to promote the better development of the company.