我国广电类上市公司绩效评价及对策研究

Research on Performance Evaluation and Countermeasures of Listed Companies of Broadcasting and Television in China

广电类上市公司是传媒产业发展的中坚力量,广电类上市公司经营绩效的高低反映了传媒企业的整体经营状况。基于2008—2012年期间我国6家广电类上市公司的财务数据,运用数据包络分析法,对其经营绩效进行动态评价。研究结果显示:广电类上市公司整体经营效率较高,但不稳定,各公司经营效率差异明显,反映了资源配置不合理。为提高广电类上市公司经营绩效,上市公司必须改变管理模式,优化资源配置,发展核心优质业务,同时加强上市公司之间的合作。

The listed comp anies of radio and television are the backbone of the development of the media industry,and their performance reflects the whole business situation of the media enterprises. With the data envelopment analysis ,this paper dynamically evaluates the performance based on the financial data from the year of 2008 to 2012.The result shows that the whole operating efficiency of these companies is high, but unstable, and there exists difference among them,which reflects the irrational allocation of resources. In order to improve the operating performance of these companies, the companies should change the management models, and optimize the allocation of resources, and develop the core business which has high quality, and also strengthen the cooperation among them.