跨媒体发展——打造中国的强势媒体
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摘要
随着改革开放的不断深入，我国的市场经济体制日趋成熟和完善，各个经济领域里的竞争早已经进入白热化阶段。但传媒业和极少数关系到国计民生的产业却一直生活在政策的庇护下，依然是尚未走出封地的诸侯，怡然自得地吃着“皇粮”。在中宣部、信息产业部、新闻出版署以及相关行业部门的共同监管之下，传媒业虽然也有业务和市场的竞争以及实力的此消彼长，但仅限于狭窄的行业、有限的区域、浅尝则止的程度之内，在经营和管理方式上依然没有完成以政策为纽带向以资本为纽带的脱胎换骨式的转变。
经过15年艰苦的谈判，中国加入了WTO。虽然在传媒市场的开放方面，我们还有一个较长的过渡期，但国外传媒已经把加入WTO后的挑战实实在在地摆到了我们面前。就目前而言，我国的传媒在实力上还无法与国外的传媒巨头相抗衡。面对挑战，我国传媒业提出了“做大做强”的口号。但是，要实现这一目标，并不是一蹴而就的。如果把“做大做强”单纯理解为依靠行政手段将大大小小的媒体在一起，组成所谓的联合舰队，那显然是走入了歧途。因为，这种缺乏内在粘合力而纯粹依靠外力捆绑的联合，显然是不堪一击的。做大和做强是两个既有联系又有区别的概念，做强离不开做大，但做大并不意味着做强，要做大，更要做强。只有加快传播体制改革的步伐，将传媒尽快推向市场，利用市场机制和政策调控双重杠杆引导传媒产业发展，通过资本运营，在市场竞争中实现传媒资源的再分配，进而调整传媒产业结构，建立真正适应国际传媒市场竞争需要的强势媒体，才是“做大做强”的必由之路。
With the continual penetration of the reform and open policy, the market economy structure in China has become more and more mature and consummate, and the competition in each economic domain already has get into the incandesce stage. But the media and very few estates that related with the government and citizen were always living under the protection of the policy, as the prince who didn't get out of the feoff, and enjoy the "imperial food" happily and contentedly. Under the supervision together from the central propaganda department, the ministry of information industry, the press publication arrange and some correlated departments, the competition between the business activities and market already existed in the press medium and the real strength of them were constantly changing, but all this were limited to some narrow trade, limited areas, and be satisfied with a smattering of a subject. It didn't accomplish the completely change from the link of policy to the link of capital on operation and managemen
t manner.
China has acceded to the WTO by the negotiation that had persisted 15 years. Although at the aspect of the media market, we have a comparatively long transition period, the challenge already have been put in front of us by the abroad media after we joined the WTO. At the present stage, the medium in our country still can't resist the abroad medium giant. Facing with the challenge, the medium business raised the slogan "be great and powerful". But the target can't be fulfilled within only one step. It's obviously go wrong if the slogan is simply comprehended as making up the various media for a ally by the administerial method. Because the ally which is short of inherent agglutinability and only be united by completely outside force obviously cannot withstand a single blow. Be great and be powerful are two notions that are both related and different, be powerful can't be realize without be great, but be great isn't mean to be powerful, both the two are needed. It's the necessary way to be great and powerful b
y speeding up the step of reform of the media system of organization, pushing the media to the market quickly, conducting the media industry's development by both the market and the policy
levers, realizing the second allocation of the media resources in the competition of the market by revolving the capital, then adjusting the media industry structure, building the powerful medium that really a adapt to the requirement of competition in the international medium market.
经过15年艰苦的谈判，中国加入了WTO。虽然在传媒市场的开放方面，我们还有一个较长的过渡期，但国外传媒已经把加入WTO后的挑战实实在在地摆到了我们面前。就目前而言，我国的传媒在实力上还无法与国外的传媒巨头相抗衡。面对挑战，我国传媒业提出了“做大做强”的口号。但是，要实现这一目标，并不是一蹴而就的。如果把“做大做强”单纯理解为依靠行政手段将大大小小的媒体在一起，组成所谓的联合舰队，那显然是走入了歧途。因为，这种缺乏内在粘合力而纯粹依靠外力捆绑的联合，显然是不堪一击的。做大和做强是两个既有联系又有区别的概念，做强离不开做大，但做大并不意味着做强，要做大，更要做强。只有加快传播体制改革的步伐，将传媒尽快推向市场，利用市场机制和政策调控双重杠杆引导传媒产业发展，通过资本运营，在市场竞争中实现传媒资源的再分配，进而调整传媒产业结构，建立真正适应国际传媒市场竞争需要的强势媒体，才是“做大做强”的必由之路。
With the continual penetration of the reform and open policy, the market economy structure in China has become more and more mature and consummate, and the competition in each economic domain already has get into the incandesce stage. But the media and very few estates that related with the government and citizen were always living under the protection of the policy, as the prince who didn't get out of the feoff, and enjoy the "imperial food" happily and contentedly. Under the supervision together from the central propaganda department, the ministry of information industry, the press publication arrange and some correlated departments, the competition between the business activities and market already existed in the press medium and the real strength of them were constantly changing, but all this were limited to some narrow trade, limited areas, and be satisfied with a smattering of a subject. It didn't accomplish the completely change from the link of policy to the link of capital on operation and managemen
t manner.
China has acceded to the WTO by the negotiation that had persisted 15 years. Although at the aspect of the media market, we have a comparatively long transition period, the challenge already have been put in front of us by the abroad media after we joined the WTO. At the present stage, the medium in our country still can't resist the abroad medium giant. Facing with the challenge, the medium business raised the slogan "be great and powerful". But the target can't be fulfilled within only one step. It's obviously go wrong if the slogan is simply comprehended as making up the various media for a ally by the administerial method. Because the ally which is short of inherent agglutinability and only be united by completely outside force obviously cannot withstand a single blow. Be great and be powerful are two notions that are both related and different, be powerful can't be realize without be great, but be great isn't mean to be powerful, both the two are needed. It's the necessary way to be great and powerful b
y speeding up the step of reform of the media system of organization, pushing the media to the market quickly, conducting the media industry's development by both the market and the policy
levers, realizing the second allocation of the media resources in the competition of the market by revolving the capital, then adjusting the media industry structure, building the powerful medium that really a adapt to the requirement of competition in the international medium market.
引文
[1] 互联网周刊：《时代华纳公司背景简介》、《美国在线背景简介》，http://www.sina.com.cn
[2] 《新闻高地：某一区域的媒体声音有相当强的辐射力，能够产生跨区域的影响》，刘勇：《大追寻：美国媒体前沿报告》，上海远东出版社2002年版，第86页。
[3] 贾玉斌：《2002年中国广告业统计数据分析》，《现代广告》2003第4期。
[4] 郑京平主编：《全国图书、杂志和报纸出版情况》，《2002年中国统计年鉴》，中国统计出版社2003年版，21-13。
[5] 董天策：《解析中国报业竞争的现实进程》，中国新闻研究中心网站，http://www.cddc.net/shownews.asp?newsid=5102
[6] 郑京平主编：《全国图书、杂志和报纸出版情况》，《2002年中国统计年鉴》，中国统计出版社2003年版，21-13
[7] 阿尔文·托夫勒：《第三次浪潮》，新华出版社，1996年版，第3页
[8] 中国广告协会：《1981年—2001年中国广告经营单位发展情况》，http://www.china-aa-org/second/cn/
[9] 中国新闻技术网：《2002年中国传播业统计数据公报》，http://www.tec119.com/nw/
[10] 《现代广告》：《2002年度媒介单位广告营业额前100名排序》，http://www.modernadvertising.net/page.asp?m_id=200307010004
刘勇著：《大追寻——美国媒体前沿报告》，上海远东出版社，2002年11月版。
托夫勒阿尔文·托夫勒著：《第三次浪潮》，新华出版社，1996年版
邵培仁 陈兵著：《媒介战略管理》，复旦大学出版社2003年5月版
曹鹏著：《中国媒介前沿：来自市场的观察报告》，新华出版社2003年1月版
赵曙光 耿强著：《媒介资本市场：应用导向的分析》，湖南人民出版社2003年2月版
黄升民 丁俊杰主编：《媒介经营与产业化研究》，北京广播学院出版社1997年9月版
黄升民 丁俊杰主编：《国际化背景下的中中媒介产业化透视》，企业管理出版社1999年9月版
陈大斌 王玉成主编：《国际大众传播媒介简介》，青岛出版社1992年12月版
马赫兹著：《世界传播概览：媒体与新技术的挑战》，师淑云译，中国对外翻译出版公司1999年9月版
张志著：《国际传播环境的新变化》，《世界广播电视参考》2002年第2期
喻乐 朱学东著：《新京报——跨地域联合办报的试验田》，《传媒》2003年12期
记者的家：http://www.xici.net
中华传媒；http://www.mediachina.net
新浪网／传媒频道：http://tech.sina.com.cn
中国广告协会：http://www.china-aa-org
新浪网／科技时代：http://www.tech.sina.com.cn
现代广告：http://www.modernadvertising.net
中国新闻研究中心：http://www.cddc.net
[2] 《新闻高地：某一区域的媒体声音有相当强的辐射力，能够产生跨区域的影响》，刘勇：《大追寻：美国媒体前沿报告》，上海远东出版社2002年版，第86页。
[3] 贾玉斌：《2002年中国广告业统计数据分析》，《现代广告》2003第4期。
[4] 郑京平主编：《全国图书、杂志和报纸出版情况》，《2002年中国统计年鉴》，中国统计出版社2003年版，21-13。
[5] 董天策：《解析中国报业竞争的现实进程》，中国新闻研究中心网站，http://www.cddc.net/shownews.asp?newsid=5102
[6] 郑京平主编：《全国图书、杂志和报纸出版情况》，《2002年中国统计年鉴》，中国统计出版社2003年版，21-13
[7] 阿尔文·托夫勒：《第三次浪潮》，新华出版社，1996年版，第3页
[8] 中国广告协会：《1981年—2001年中国广告经营单位发展情况》，http://www.china-aa-org/second/cn/
[9] 中国新闻技术网：《2002年中国传播业统计数据公报》，http://www.tec119.com/nw/
[10] 《现代广告》：《2002年度媒介单位广告营业额前100名排序》，http://www.modernadvertising.net/page.asp?m_id=200307010004
刘勇著：《大追寻——美国媒体前沿报告》，上海远东出版社，2002年11月版。
托夫勒阿尔文·托夫勒著：《第三次浪潮》，新华出版社，1996年版
邵培仁 陈兵著：《媒介战略管理》，复旦大学出版社2003年5月版
曹鹏著：《中国媒介前沿：来自市场的观察报告》，新华出版社2003年1月版
赵曙光 耿强著：《媒介资本市场：应用导向的分析》，湖南人民出版社2003年2月版
黄升民 丁俊杰主编：《媒介经营与产业化研究》，北京广播学院出版社1997年9月版
黄升民 丁俊杰主编：《国际化背景下的中中媒介产业化透视》，企业管理出版社1999年9月版
陈大斌 王玉成主编：《国际大众传播媒介简介》，青岛出版社1992年12月版
马赫兹著：《世界传播概览：媒体与新技术的挑战》，师淑云译，中国对外翻译出版公司1999年9月版
张志著：《国际传播环境的新变化》，《世界广播电视参考》2002年第2期
喻乐 朱学东著：《新京报——跨地域联合办报的试验田》，《传媒》2003年12期
记者的家：http://www.xici.net
中华传媒；http://www.mediachina.net
新浪网／传媒频道：http://tech.sina.com.cn
中国广告协会：http://www.china-aa-org
新浪网／科技时代：http://www.tech.sina.com.cn
现代广告：http://www.modernadvertising.net
中国新闻研究中心：http://www.cddc.net