Content Investment Risk Rating And A Case Study Of Cultural Enterprises Based On Trademark Brand Credit Index (TBCI) Model

With the great development of China’s cultural industry under the double favorable environment of national policy and national economy,the development of cultural enterprises has ushered in new opportunities and the investment boom of cultural enterprises has followed.However,the development of China’s cultural enterprises still lack the support of the national economy.The cultural industry has not yet reached the strategic requirements of the national pillar industry.The classification system of the cultural industry is complex and there is no unified standard and no clear investment standard for the content of the cultural industry.Content investment and rating of cultural enterprises is an important reference for cultural enterprises to benchmark themselves,industry development,investors and investment institutions of cultural enterprises.Therefore,it is of great significance to explore how to conduct investment and investment evaluation of cultural enterprises,which is also the core topic discussed in this thesis.Compared with other industries due to cultural enterprises particularity and difference,this thesis considered the national economy industry classification,the culture and related industry classification(2018)and other documents.To grasp the overall situation of China’s cultural industry,the Trademark Brand Credit Index(TBCI)model assesses around the cultural industry niche and cultural enterprises were classified into publishing industry,radio,film and television industry,culture and art industry,culture,science and technology service industry,cultural life and tourism industry.In the part of listed companies,556 listed companies in the cultural industry from 2016 to 2020 are taken as the research object.Principal component analysis is used to analyze 28 financial indicators of 556 companies,establishing the financial comprehensive evaluation function of enterprise investment value,and we obtain the sub-industry ranking of investment value of listed companies in the cultural industry.In this thesis,28 financial indicators are graded for investment early warning,and the profitability,debt risk,business growth and other supplementary contents of the enterprise are explained.According to the risk grade of “no alarm,light alarm,medium alarm,heavy alarm”,we divided these indexes according to this risk grade.In the part of non-listed companies,taking the top 100 enterprises of Beijing Cultural and Creative Competition from 2016 to2020 as the reference,407 start-up cultural enterprises are studied.Based on Trademark Brand Credit Index(TBCI)model,the subdivision industry rating is carried out.The future prediction of five-year enterprises is made,and investment suggestions are put forward.Through the research of this thesis,it is found that the publishing industry has the highest financial comprehensive ranking of investment value in listed cultural enterprises.And the next are culture and science service industry,radio,film and television industry,culture and art industry and cultural life tourism industry;In terms of financial indicators,sales growth rate,sales profit growth rate and economic value added rate can be considered as the first reference index for investment,while asset-liability ratio,sales capital preservation and appreciation rate,cost and expense account for the main business income,which should attract investors’ sufficient attention.In terms of the start-up cultural enterprises,the highest investment credit assessment based on TBCI is in cultural science and technology service industry,followed by cultural life tourism,while radio,film and television industry has the highest investment risk.Cultural industry as a whole is rated as grade B;When investors invest in cultural enterprises,the value of intention exceeds the quality value of the enterprise itself,among which the preference of personal emotional value accounts for more than half.Five-year enterprise develops steadily and one-year enterprises will usher in a new growth momentum;two years of enterprise survival state is not stable;and four to five years of enterprise has begun to take shape.They can form an independent enterprise-oriented content configuration mode and development mode.