媒介经营视角下我国广播电视媒体产业链研究
发布时间：2018-11-12 19:48
【摘要】：自改革开放以来，我国广播电视媒体逐渐走市场化道路，成为市场经营的主体，而在经营道路上发展还不够成熟，处于探索与发展阶段，资金不足、体制不完善、旧有的经营模式不适应等瓶颈制约我国广播电视产业进一步发展。受数字化、网络化的快速兴起与发展影响，三网融合趋势增强，广播电视传统媒体更受冲击，其生存与发展问题受关注。广播电视媒体作为广播电视媒体产业链中的载体，相应的产业链发生一定的改变，也存在不足。上市的广电企业发展较为成熟，是广播电视产业中的重要支柱，，在一定程度上他们的发展现状反映了广播电视媒体产业链发展。从他们在资本市场中的运作效果及其产业链价值实现中发现我国广播电视媒体产业链呈现出整体资本运作的低效率、主营收入的地域差异形成较为明显的地域产业链“集群”空间格局、多元化产业链延伸的高风险以及对传播渠道等下游拓展环节增值的偏向等不足。广播电视产业的双重属性决定了广播电视媒体经营既要有经济效益，也要有社会效益。基于产业链相关理论和委托代理理论，分析出主要原因在于盲目追求自身纵向产业规模、上中下游较为松散的链接带来的低效益；区域行政壁垒带来的地域差异性；多重委托代理关系促使媒体社会公信力及品牌的消解；严控上游内容生产上市带来的产业链延伸不平衡、不完善。 由此，广播电视媒体和政府应共同努力，构建与优化广播电视媒体产业。其中，广播电视媒体应整合横、纵向产业链，增强广电上市公司核心竞争力；建立完善的广电内部有效激励、约束机制，兼顾“社会公器”角色；追溯产业链上游内容研发环节，构建完整的节目内容产业链。政府应转变政府职能方式，鼓励广播电视媒体向“区域媒体”、“传媒区域经济”方向发展，并进一步深化体制改革，为广播电视媒体发展提供良好的产业环境。
[Abstract]:Since the reform and opening up, the radio and television media in our country have gradually taken the road of marketization and become the main body of market operation. However, the development of the market management road is not mature enough, it is in the stage of exploration and development, the funds are insufficient, the system is not perfect. The old business model does not adapt to such bottlenecks as restricting the further development of China's radio and television industry. Influenced by the rapid rise and development of digitalization and networking, the trend of convergence of three networks is strengthened, the traditional radio and television media are even more impacted, and the survival and development of the media are concerned. Radio and TV media as the carrier of the industry chain of radio and television media, the corresponding industry chain has a certain change, there are also shortcomings. The listed radio and television enterprises are mature in development, which is an important pillar of the radio and television industry. To a certain extent, their current development reflects the development of the industry chain of radio and television media. From their operation effect in the capital market and the realization of the value of the industrial chain, it is found that the industry chain of China's radio and television media shows the low efficiency of the overall capital operation. The regional difference of the main income forms the obvious regional industrial chain "cluster" spatial pattern, the high risk of the diversification of the industrial chain extension and the bias to the downstream expansion link such as the communication channel and so on. The dual attribute of radio and television industry determines that the operation of radio and television media should not only have economic benefits but also social benefits. Based on the theory of industry chain and principal-agent theory, this paper analyzes that the main reason lies in the blind pursuit of their own vertical industrial scale, the low efficiency brought by the looser links in the upper, middle and lower reaches, the regional differences brought about by the regional administrative barriers, and the low efficiency caused by the regional administrative barriers. Multi-principal-agent relationship impels the social credibility of the media and the elimination of the brand, and strictly controls the imbalance and imperfection of the extension of the industrial chain brought by the upstream content production and listing. Therefore, the radio and television media and the government should work together to build and optimize the radio and television media industry. Among them, the radio and television media should integrate the horizontal and vertical industrial chains, strengthen the core competitiveness of the listed radio and television companies, establish a sound internal effective incentive and restraint mechanism, and take into account the role of "social utility". Trace upstream content R & D link of industry chain, construct complete program content industry chain. The government should change the mode of government function, encourage the radio and television media to develop towards the direction of "regional media" and "media regional economy", and further deepen the reform of the system so as to provide a good industrial environment for the development of radio and television media.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G229.2-F
本文编号：2328046
[Abstract]:Since the reform and opening up, the radio and television media in our country have gradually taken the road of marketization and become the main body of market operation. However, the development of the market management road is not mature enough, it is in the stage of exploration and development, the funds are insufficient, the system is not perfect. The old business model does not adapt to such bottlenecks as restricting the further development of China's radio and television industry. Influenced by the rapid rise and development of digitalization and networking, the trend of convergence of three networks is strengthened, the traditional radio and television media are even more impacted, and the survival and development of the media are concerned. Radio and TV media as the carrier of the industry chain of radio and television media, the corresponding industry chain has a certain change, there are also shortcomings. The listed radio and television enterprises are mature in development, which is an important pillar of the radio and television industry. To a certain extent, their current development reflects the development of the industry chain of radio and television media. From their operation effect in the capital market and the realization of the value of the industrial chain, it is found that the industry chain of China's radio and television media shows the low efficiency of the overall capital operation. The regional difference of the main income forms the obvious regional industrial chain "cluster" spatial pattern, the high risk of the diversification of the industrial chain extension and the bias to the downstream expansion link such as the communication channel and so on. The dual attribute of radio and television industry determines that the operation of radio and television media should not only have economic benefits but also social benefits. Based on the theory of industry chain and principal-agent theory, this paper analyzes that the main reason lies in the blind pursuit of their own vertical industrial scale, the low efficiency brought by the looser links in the upper, middle and lower reaches, the regional differences brought about by the regional administrative barriers, and the low efficiency caused by the regional administrative barriers. Multi-principal-agent relationship impels the social credibility of the media and the elimination of the brand, and strictly controls the imbalance and imperfection of the extension of the industrial chain brought by the upstream content production and listing. Therefore, the radio and television media and the government should work together to build and optimize the radio and television media industry. Among them, the radio and television media should integrate the horizontal and vertical industrial chains, strengthen the core competitiveness of the listed radio and television companies, establish a sound internal effective incentive and restraint mechanism, and take into account the role of "social utility". Trace upstream content R & D link of industry chain, construct complete program content industry chain. The government should change the mode of government function, encourage the radio and television media to develop towards the direction of "regional media" and "media regional economy", and further deepen the reform of the system so as to provide a good industrial environment for the development of radio and television media.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G229.2-F
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