我国传媒业的投分析——从投资商角度.pdfVIP

摘 要 近年来我国经济的快速发展使得中国成为了世界范围内投资的热点 我国传 媒产业也取得了长足的进步 然而较之与发达国家的传媒业发展水平 还存在较 大的差距 因此国内外资金在经历了IT 业的泡沫后又纷纷涌向了传媒业 如何 对我国传媒业进行分析和判断 投资商如何评判传媒业的经营状况 从而进行投 资 这正是本文的意义所在 本文从传媒产业的宏观角度对于我国传媒业供求关 系进行了剖析 同时对于传媒业的细分产业 报业 期刊 广播 电视和互联网 进行了分析 还就传媒业的资本因素 人才因素以及产业政策环境进行了分析 在具体的传媒企业评价方面 本文收集了上市的九家传媒企业 就多个财务指标 运用多属性决策的方法进行了评价 进而选出最优的传媒企业 本文的分析方法 和结论可以直接帮助投资商选择投资对象进行现实投资 本文还就传媒业投资的 风险因素进行了阐述 最后对于传媒业投资的方向和关注内容进行了汇总 同时 就有待研究的问题进行了列示 关键词 传媒业 投资分析 多属性决策方法 I Summary In recent years, investment is focused on China since its fast economy development made. The media sector has developed a lot. But compared with the developed countries, our media sector still has a development gap. Now, domestic and foreign money are being invested on the media industry after they go through the IT bubbles. How do the investors think about and judge the Chinese media industry and how do they evaluate the operation performance to select the best media to invest? That’s just the significant point of this essay. This essay describes the media industry from both macro and micro aspect. From the macro side, both demand and supply factors are presented, the sub- industries of the media such as news paper, periodical, broadcasting, television, and the Internet are analyzed, and the capital factors, talent, and industry environment and evaluation are also analyzed. From the micro side, the multi-attribute method was used to select the best media company among the nine public- listed media companies based on the data collected about them. Both the analytic method and the result of analysis of media industry make sense to those potential investors. Furthermore,