我国电视媒体产业组织演化研究
发布时间：2018-07-17 03:48
【摘要】：随着人们物质生活水平的提高,精神文化产品的需求与日俱增。传媒产业晋升为国民经济的支柱产业,成为具有很强发展势头和增长空间的朝阳产业。电视媒体是传媒产业的重要组成部分,是最具公信力和权威性的传统媒体。在我国,电视媒体经历了半个多世纪的发展,最初是非盈利的事业单位;上世纪九十年代后,经过产业化改革转型成"事业单位、企业运营"的双轨制模式;本世纪的前十年进入了发展的黄金时期,近年来受数字化和互联网技术的推动,迎来了媒介融合的大潮,整个发展过程跌宕起伏。电视媒体产业组织的演化及其影响因素是值得去思考和研究的问题,能够帮助我们更好的了解该产业的行业特征和运行规律,以便提升市场绩效,适应产业发展环境,适时做大做强以满足人民群众不断增长的精神文化产品需求。本文的直接理论依据是演化经济思想和产业组织理论。演化经济学注重经济力量发展过程和趋势的动态演变。虽然该理论没有成熟的分析框架和理论模型,却给我们提供了一种经济分析的全新时空观。本文将演化经济思想与产业组织理论中的SCP范式相结合,提出了电视媒体产业组织演化的理论分析框架。传统的产业组织理论将注意力集中在产业内部SCP的相互关系上,忽视了产业外界技术环境和规制背景对产业组织形态的影响作用。同时,没有将产业组织作为一个生态系统来研究它的演化变迁。本文构建了自组织和他组织两种演化机制来分析电视媒体产业组织的演化过程。自组织演化机制的动力是电视媒体本身的创新能力,由此带动市场结构、市场行为和市场绩效三方面的交互作用、相互影响。他组织演化机制的动力是系统外部的创新,体现在整个社会技术变革带来的媒介融合,以及规制制度创新带来的规制变迁。这两个外部动力也推动了电视媒体市场结构、市场行为和市场绩效的演化。内外部演化动力交织在一起形成了自组织和他组织两种演化机制,同时作用于电视媒体产业组织的演化过程。在研究了电视媒体产业组织演变的影响因素、演变的方向和发展规律之后,本文重新审视了电视媒体现阶段的发展瓶颈。从自组织演化层面,提出了电视媒体要依托完善的创新机制来实现切实可行的内容创新策略,提升产业绩效,迎来发展的第二次高峰;他组织演化层面要首先利用技术催生的多屏共享、网台互动以及大数据平台来弥补电视作为传统媒体的局限性,通过品牌打造将传统媒体的影响力迁移到新媒体等领域,主导未来传媒产业的融合变迁。另外,从规制政策方面,提出政府部门要给予客观的制度保障来推动电视媒体的产业组织演化升级:应该转变政府职能,促进体制创新,优化电视媒体的市场结构;从供给侧入手,引导精神文化精品的产出;加快媒介融合的发展速度,实现整个传媒产业的产业升级。通过上述分析,本文的研究结论可以划分为实证结论和规范结论两个部分。电视媒体的市场结构、市场行为、市场绩效在自组织和他组织演化机制双重作用下的演化规律和演化方向属于实证分析的结论,阐释了我国电视媒体产业组织形态的形成和发展趋势。在规范研究部分,针对媒介融合带来的机遇和挑战,从媒体策略层面给出了应对的建议;针对规制对电视媒体产业组织的约束和促进,从产业政策的视角给规制部门提出了可行性的建议。
[Abstract]:With the improvement of people's material living standard, the demand of spiritual culture products is increasing day by day. The media industry is promoted to the pillar industry of the national economy. It has become a rising industry with strong momentum and space for growth. TV media is an important part of the media industry. It is the most credible and authoritative traditional media. The media experienced more than half a century of development, initially a non-profit institution; after the 90s of last century, after the industrialization reform, it transformed into a dual track model of "enterprise and enterprise operation". The first ten years of this century entered the golden period of development. In recent years, it has been driven by the digital and Internet technology, and ushered in the media. The evolution of the whole development process is ups and downs. The evolution of the television media industry organization and its influencing factors are worth thinking and studying. It can help us to better understand the industry characteristics and running laws of the industry so as to improve the market performance, adapt to the industrial development environment, and make a bigger and stronger time to meet the people's masses. The direct theoretical basis of this article is the evolutionary economic thought and the industrial organization theory. Evolutionary economics pays attention to the dynamic evolution of the process and trend of economic power development. Although the theory has no mature analytical framework and theoretical model, it provides us with a new concept of economic analysis. Combining the evolutionary economic thought with the SCP paradigm in the industrial organization theory, the theoretical analysis framework of the evolution of the television media industry organization is put forward. The traditional industrial organization theory concentrates on the interaction of the SCP in the industry, and ignores the influence of the industrial environment and the regulatory background on the industrial organization. In this paper, the evolution process of the TV media industry organization is analyzed by two evolutionary mechanisms of self organization and his organization. The motive force of the self-organizing evolution mechanism is the innovation ability of the TV media itself, which leads the market structure, market behavior and market performance. Three aspects of interaction, mutual influence. The motive force of his organizational evolution mechanism is external innovation of the system, reflected in the media integration brought by the whole social technological change, and the regulation changes brought by the regulation system innovation. These two external forces also promote the market structure, market behavior and market performance evolution of the television media. The evolution dynamics interweaves together to form two kinds of evolution mechanism of self organization and his organization, and it acts on the evolution process of the television media industry organization. After studying the influence factors, the direction and the development law of the evolution of the television media industry organization, this paper reexamines the bottleneck of the development of the television media. On the level of transformation, it is proposed that TV media should rely on perfect innovation mechanism to realize practical content innovation strategy, improve industry performance, and usher in the second peak of development; in his organizational evolution level, it is necessary to make up for the limitations of television as a traditional media, using multi screen sharing, network platform interaction and large data platform. Through the brand building, the influence of traditional media is transferred to the new media and other fields, leading to the integration and change of the future media industry. In addition, from the regulation policy, the government departments should give an objective system guarantee to promote the upgrading and upgrading of the industrial organization of the television media: the government functions should be changed, the system innovation should be promoted, and the TV media should be optimized. The market structure of the body, from the supply side, to guide the output of the spiritual culture, to speed up the speed of media integration and to realize the industrial upgrading of the whole media industry. Through the above analysis, the conclusion of this paper can be divided into two parts: the market structure, market behavior and market performance of the electric media. The evolution and evolution direction of self organization and his organizational evolution mechanism belong to the conclusion of empirical analysis. It explains the formation and development trend of China's television media industry organization form. In the normative research part, it gives the suggestions to deal with the opportunities and challenges brought by media integration. The restraint and promotion of the TV industry organization put forward feasible suggestions from the perspective of industrial policy.
【学位授予单位】：北京交通大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：G229.2
，
本文编号：2128872
[Abstract]:With the improvement of people's material living standard, the demand of spiritual culture products is increasing day by day. The media industry is promoted to the pillar industry of the national economy. It has become a rising industry with strong momentum and space for growth. TV media is an important part of the media industry. It is the most credible and authoritative traditional media. The media experienced more than half a century of development, initially a non-profit institution; after the 90s of last century, after the industrialization reform, it transformed into a dual track model of "enterprise and enterprise operation". The first ten years of this century entered the golden period of development. In recent years, it has been driven by the digital and Internet technology, and ushered in the media. The evolution of the whole development process is ups and downs. The evolution of the television media industry organization and its influencing factors are worth thinking and studying. It can help us to better understand the industry characteristics and running laws of the industry so as to improve the market performance, adapt to the industrial development environment, and make a bigger and stronger time to meet the people's masses. The direct theoretical basis of this article is the evolutionary economic thought and the industrial organization theory. Evolutionary economics pays attention to the dynamic evolution of the process and trend of economic power development. Although the theory has no mature analytical framework and theoretical model, it provides us with a new concept of economic analysis. Combining the evolutionary economic thought with the SCP paradigm in the industrial organization theory, the theoretical analysis framework of the evolution of the television media industry organization is put forward. The traditional industrial organization theory concentrates on the interaction of the SCP in the industry, and ignores the influence of the industrial environment and the regulatory background on the industrial organization. In this paper, the evolution process of the TV media industry organization is analyzed by two evolutionary mechanisms of self organization and his organization. The motive force of the self-organizing evolution mechanism is the innovation ability of the TV media itself, which leads the market structure, market behavior and market performance. Three aspects of interaction, mutual influence. The motive force of his organizational evolution mechanism is external innovation of the system, reflected in the media integration brought by the whole social technological change, and the regulation changes brought by the regulation system innovation. These two external forces also promote the market structure, market behavior and market performance evolution of the television media. The evolution dynamics interweaves together to form two kinds of evolution mechanism of self organization and his organization, and it acts on the evolution process of the television media industry organization. After studying the influence factors, the direction and the development law of the evolution of the television media industry organization, this paper reexamines the bottleneck of the development of the television media. On the level of transformation, it is proposed that TV media should rely on perfect innovation mechanism to realize practical content innovation strategy, improve industry performance, and usher in the second peak of development; in his organizational evolution level, it is necessary to make up for the limitations of television as a traditional media, using multi screen sharing, network platform interaction and large data platform. Through the brand building, the influence of traditional media is transferred to the new media and other fields, leading to the integration and change of the future media industry. In addition, from the regulation policy, the government departments should give an objective system guarantee to promote the upgrading and upgrading of the industrial organization of the television media: the government functions should be changed, the system innovation should be promoted, and the TV media should be optimized. The market structure of the body, from the supply side, to guide the output of the spiritual culture, to speed up the speed of media integration and to realize the industrial upgrading of the whole media industry. Through the above analysis, the conclusion of this paper can be divided into two parts: the market structure, market behavior and market performance of the electric media. The evolution and evolution direction of self organization and his organizational evolution mechanism belong to the conclusion of empirical analysis. It explains the formation and development trend of China's television media industry organization form. In the normative research part, it gives the suggestions to deal with the opportunities and challenges brought by media integration. The restraint and promotion of the TV industry organization put forward feasible suggestions from the perspective of industrial policy.
【学位授予单位】：北京交通大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：G229.2
，
本文编号：2128872
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