| "Cultural power" has always been one of the concepts that China attaches great importance to in recent years,cultural industry can promote the publicity and development of China’s culture,so it can be regarded as a pillar industry,and cultural media is the most advantageous part of it,reflecting the country’s important strategic strength,so it occupies an important position in the growth of the national economy.With the rapid development of the Internet,as well as the impact of the epidemic in recent years,China’s traditional media industry has been hit,the importance of online development has gradually demonstrated,should adapt to changes in the external environment to change the traditional business philosophy,based on this,the cultural media industry should make business strategy adjustments,transformation,and in the transformation will inevitably encounter various business problems.It can be seen that it is of great significance to study and analyze the operational efficiency of the cultural media industry,and analyze the factors that will affect its operational efficiency,so as to find countermeasures that can improve its operational efficiency,which is of great significance to promote the good development of the cultural media industry in the future.The full paper summarizes and summarizes the subdivision status of China’s cultural media industry,focusing on the development status of cable TV network,film and television animation,and print media,and also studies the operation of listed companies from the aspects of main business income,total profit,return on net assets,and asset turnover.Based on the relevant comprehensive efficiency theory and efficiency evaluation model,the operation data of 44 listed cultural and media enterprises from 2017 to 2021 were selected as samples,and static and dynamic research was carried out using BCC model and Malmquist index model with total assets,operating costs and number of employees as input indicators,and earnings per share,net profit and operating income as output indicators.The following conclusions are obtained:(1)listed cultural media enterprises have wasted and idle resources in the five years from 2017 to 2021,have not maintained the ability to grow with the help of dividend policies,and there are personnel redundancy problems;(2)The operating efficiency of enterprises is not good,the degree of technology utilization is low,the gap between enterprises is obvious,and the pure technical efficiency needs to be improved;(3)The scale of enterprises is decreasing,some enterprises invest too much,resulting in idleness,resulting in waste,on the contrary,some enterprises do not invest enough and the resource utilization rate is low;(4)The reduction of the overall efficiency of enterprises leads to a decrease in total factor productivity year by year,and technological progress has become the main source of total factor productivity improvement.In terms of influencing factors,five hypotheses are put forward,which believe that five factors,namely return on net assets,growth rate of operating income,asset-liability ratio,intangible assets and duration of listing,can have an impact on the operational efficiency of cultural media enterprises.Through the empirical analysis using the restricted Tobit panel model,the following conclusions are obtained: R&D investment and return on net assets are directly proportional to the operating efficiency of enterprises,asset-liability ratio is inversely proportional to the operating efficiency of enterprises,and operating profit margin and time to market have no significant impact on the operating efficiency of enterprises.On the basis of the above research,countermeasures and suggestions to improve the operational efficiency of the cultural media industry are put forward,such as optimizing the capital structure,improving profitability and operating capacity,increasing R&D investment,optimizing resource integration capabilities and improving employee work efficiency. |
PDF Full Text Request