媒介集团化发展现状及对策浅析
传媒业已进入“合竞时代”，媒介集团化已然成为一种趋势与潮流。中国媒介集团化不是单纯的市场力量自然形成的成果，也不是行政手段强制推行的产物，而是在产业化和国际化的大背景下，由媒介自身生存发展的内在需要和政府宏观调控的外在要求所决定的。但是政府依然主导了集团化的运作，不仅在宏观层面进行决策，而且也直接介入到微观层面，在组建方式上更多的是由政府采用制度安排的方式，这使得中国媒介集团化的发展呈现出强烈的“政府主导”色彩。
本文主要是从宏观的政策层面和微观的经营层面去探讨目前制约我国媒介集团发展的因素。首先对中国媒介集团化研究的背景和意义进行详细的描述，为了分析集团化发展中存在的主要问题，本文对中国媒介集团化发展的动因和发展模式进行了分析。针对媒介集团化发展中存在的问题，本文分别对我国媒介集团化政府角色转换、公司治理结构、产业链打造、资本运作等问题进行了分析并提出相应的对策。
关键词：媒介集团化；政府角色；公司治理结构；资本运作
Abstract
China's media industry has access to "co-competition era ", the media group has become a trend. Chinese media group is not simply the outcome of market forces naturally formed, nor is the product of mandatory administrative measures, but in the industrialization and internationalization background, decided by the development of the media’s own survival and external requirements of the government's macro regulation and control. But the administration has led the group's operations, not only decision-making at the macro level, but also directly involved in the micro level, the way in the formation of more by way of institutional arrangements adopted by the Government, which makes the development of Chinese media group show A strong "government-led"color.
This article is from the macro policy level and micro level to explore the
business media group in China is currently restricting the development of factors. First Media Group of Chinese background and significance of the study described in detail in order to analyze the development of the Group of the main problems, the paper on the development of Chinese media group motivation and development models are analyzed. Media Group for the development of problems, this paper on the role of the media group of government transformation, corporate governance, to build the industrial chain, capital operation and other issues are analyzed and corresponding countermeasures.
Key words: media group corporate; governance role of government; governance structure of the company; capital operation chain
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