Research On Corporate Value Evaluation Of Cultural Media

Under the impact of the new crown epidemic,the strict isolation and prevention measures implemented by the state have promoted the rapid development of the cultural media industry to a certain extent.Various media forms are showing a trend of integrated development,and the channels for cultural media enterprises to create value are constantly expanding.When evaluating the value of cultural media companies,domestic and foreign researchers basically start from the perspective of the company’s own development,based on the company’s own operating conditions and relevant financial data to evaluate the value of cultural media companies.From the perspective of value research,it evaluates the value of cultural media enterprises.The development of cultural media enterprises is inseparable from the company’s own high-quality products and services,but at the same time,it is inseparable from the key resources of enterprise development-user resources.The huge user group and continuous user consumption are the direct factors that determine the value of cultural media enterprises.Therefore,this paper will compare and analyze the value of cultural media enterprises from the two dimensions of enterprises and users.The case study in this paper selects the cultural media enterprise with strong development momentum in recent years,Mango Super Media Co.,Ltd.(referred to as:Mango Super Media).First of all,this paper introduces the background of studying the value of cultural media enterprises,and explains the significance of the research on the value evaluation of cultural media enterprises.This paper sorts out the relevant literature of domestic and foreign researchers on the value of cultural media enterprises,and sorts out the research literature on the EVA valuation method based on the enterprise perspective and the DEVA valuation method based on the user perspective.Then,it introduces the development status of the cultural media industry,and analyzes the value characteristics and value sources of cultural media enterprises.Secondly,according to the value characteristics of cultural media enterprises,the applicability of various main enterprise value evaluation methods is analyzed,and EVA valuation method and DEVA valuation method are selected to evaluate the value of target cultural media enterprises,and the selected EVA and DEVA valuation methods are evaluated.The value method is used to evaluate the construction of the model.In the process of model building,the relevant parameters of the DEVA model are corrected to make it more applicable.The relevant financial data and user data of the valuation case companies are applied to the EVA and DEVA valuation models respectively,and the value of the target company from different perspectives is finally obtained.The angular DEVA model estimates a smaller variance rate of firm value.To a certain extent,it is more reasonable to evaluate the corporate value of Mango Supermedia from the perspective of customers.