新世纪中国传媒竞争与发展趋势研究
|
摘要
本文以中国传媒竞争与发展格局为切入点,对我国传媒竞争与发展的内外影响因素、发展趋势取向和体制转制进行探讨。本文认为我国传媒经济总量增长明显势头迅猛。传媒诸元市场份额也相应的在加大,正在积极建立一种“竞合共赢”的关系。格局是趋势的相对成形与凝结,格局之中必然隐藏着新的发展趋势。在此背景下,本文通过对我国传媒竞争与发展内外影响因素的分析,积极探索隐藏于格局之下新的发展趋势与体制趋势,以期对我国传媒的发展有所裨益。
本文的研究思路是首先分析我国传媒竞争与发展的格局,紧接着分析影响我国传媒竞争与发展的内外影响因素,然后论述我国传媒的竞争特征与发展趋势取向,最后聚焦探讨我国传媒体制转制,期待为我国传媒的竞争与发展提供些许参考。
本文的主要观点有三:1.中国传媒现阶段的竞争特征是:第一,多元并存,但蛋糕需重新切分。第二,受众本位,传媒对受众的尊重与回报。第三,强体壮身,走向集簇与联姻。2.中国传媒的发展趋势取向无论从宏观还是微观上看,都将围绕传媒消费行为、传媒价值取向、传媒价值链三个具有内在逻辑关系的中心展开。3.中国传媒的体制转制使得一些经营性的事业型新闻单位获得企业公民的身份,政府须时刻守望国家公共话语权。
In this paper, competition and development pattern of China's media as a starting point for China's media competition and the development of internal and external factors, trends and institutional restructuring of orientation were discussed. This paper argues that China's media, the momentum of rapid economic output will increase significantly. Moroto media market share in the increased accordingly, is actively establish a "competing and win-win" relationship. Pattern is the trend of the relative shape and hardens, the pattern of the inevitable hidden among the new trends. In this context, this article through our media competition and the development of an analysis of internal and external factors, and actively explore the hidden patterns under the new trends and institutional trends, with a view to the development of China's media have been helpful.
This study is the first analysis of ideas and development of China's pattern of media competition, followed by impact analysis anddevelopment of media competition in China's internal and external factors, then describes the characteristics of China's mass media competition and development trend of orientation, focus of the final conversion of China's media system and look forward to China's media competition and the development of a little information.
Main points of this article are threefold: 1. Competition in the Chinese media at the present stage is characterized by: first, multiple co-exist, but the cake to be re-segmentation. Second, the audience's perspective, the media audience the respect and rewards. Third, strong Tizhuang body towards clustering and marriage. 2. The orientation of the development trend of China's media in terms of macro or micro perspective, the media will focus on consumer behavior, media values, the media value chain, with three centers to the intrinsic logic of the relationship. 3. institutional restructuring of the Chinese media has led some commercial-type information unit is the cause of corporate citizen, the Government shall at all times the right to watch the national and public discourse.
本文的研究思路是首先分析我国传媒竞争与发展的格局,紧接着分析影响我国传媒竞争与发展的内外影响因素,然后论述我国传媒的竞争特征与发展趋势取向,最后聚焦探讨我国传媒体制转制,期待为我国传媒的竞争与发展提供些许参考。
本文的主要观点有三:1.中国传媒现阶段的竞争特征是:第一,多元并存,但蛋糕需重新切分。第二,受众本位,传媒对受众的尊重与回报。第三,强体壮身,走向集簇与联姻。2.中国传媒的发展趋势取向无论从宏观还是微观上看,都将围绕传媒消费行为、传媒价值取向、传媒价值链三个具有内在逻辑关系的中心展开。3.中国传媒的体制转制使得一些经营性的事业型新闻单位获得企业公民的身份,政府须时刻守望国家公共话语权。
In this paper, competition and development pattern of China's media as a starting point for China's media competition and the development of internal and external factors, trends and institutional restructuring of orientation were discussed. This paper argues that China's media, the momentum of rapid economic output will increase significantly. Moroto media market share in the increased accordingly, is actively establish a "competing and win-win" relationship. Pattern is the trend of the relative shape and hardens, the pattern of the inevitable hidden among the new trends. In this context, this article through our media competition and the development of an analysis of internal and external factors, and actively explore the hidden patterns under the new trends and institutional trends, with a view to the development of China's media have been helpful.
This study is the first analysis of ideas and development of China's pattern of media competition, followed by impact analysis anddevelopment of media competition in China's internal and external factors, then describes the characteristics of China's mass media competition and development trend of orientation, focus of the final conversion of China's media system and look forward to China's media competition and the development of a little information.
Main points of this article are threefold: 1. Competition in the Chinese media at the present stage is characterized by: first, multiple co-exist, but the cake to be re-segmentation. Second, the audience's perspective, the media audience the respect and rewards. Third, strong Tizhuang body towards clustering and marriage. 2. The orientation of the development trend of China's media in terms of macro or micro perspective, the media will focus on consumer behavior, media values, the media value chain, with three centers to the intrinsic logic of the relationship. 3. institutional restructuring of the Chinese media has led some commercial-type information unit is the cause of corporate citizen, the Government shall at all times the right to watch the national and public discourse.
引文
①郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 8
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 19
①郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 16
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 18
①郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 22
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 32
③郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 56
①袁文艺.基于波特竞争理论的分众传媒竞争优势探析.探索与争鸣, 2008
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 63—64
①喻国明.拐点中的传媒抉择.北京:经济日报出版社,2007, 139
①纪宁.媒介新动向.沈阳:沈阳出版社,2001, 213
①喻国明.拐点中的传媒抉择.北京:经济日报出版社,2007,216
①马克思.资本论(第一卷),人民出版社, 1975,663
①传媒体制改革时间表.media.people.com.cn/GB/137684/8858923.html,2009—9—24
②传媒体制改革时间表.media.people.com.cn/GB/137684/8858923.html,2009—9—24
①朱哲飞,郭哲涵.刍议中国传媒整体改制的是与非.视听界,2008,5,第21期
②《文化体制改革中支持文化企业发展的规定》,上海证券报,2009年1月19
[1]郑保卫.媒介产业[M].北京:中国传媒大学出版社,2007:63-69
[2]欧阳国忠.中国媒体大转折[M].北京:团结出版社,2003:79-86
[3]陆小华.再造传媒[M].北京:中信出版社,2002:23-31
[4]纪宁.媒介新动向[M].沈阳:沈阳出版社,2001:116-123
[5]陆群,张佳昺.新媒体革命[M].北京:社会科学文献出版社,2002:68-75
[6]喻国明.拐点中的传媒抉择[M].北京:经济日报出版社,2007:116-121
[7]谢金文.中国传媒产业概论[M].上海:上海交通大学出版社,2007:16-19
[8]祁述裕.中国文化产业国际竞争力报告[M].北京:社会科学文献出版社,2004:88-97
[9]杨飚,蔡尚伟.媒体竞争论[M].四川:四川民族出版社,2001:26-31
[10]吴飞.传媒竞争力[M].北京:中国传媒大学出版社,2005:123-135
[11]黄升民.丁俊杰.中国广电媒介集团化研究[M].北京:中国物价出版社,2001:198-203
[12]李希光.下一代媒体[M].广东:南方日报出版社,2002:165-173
[13]闵大洪.数字媒体概要[M].上海:复旦大学出版社,2003:156-158
[14]张晓性.王新杰.传媒协同发展论[M].北京:新华出版社,2006:32-36
[15]陆小华.整合传媒:传媒竞争趋势与对策[M].北京:中信出版社,2002:44-48
[16]陆小华.激活传媒[M].北京:中信出版社,2002:183-186
[17]骆正林.传媒竞争与媒体经营--传媒经营与管理研究[M].北京:中国广播电视出版社,2008:110-116
[18]张立伟.传媒竞争:法则与工具[M].北京:清华大学出版社,2007:65-76
[19]喻国明.现阶段传媒竞争战略的新趋势[J].传媒,2008,(7):21-23
[20]廖进中.WTO—让中国与世界同步[J].湖南经济,2002,(1):19-20
[21]姚德权.曹海毅.外资进入中国传媒业态势与征服规制创新[J].吉林大学社会科学学报,2007,(2):35-36
[22]刘福伟.浅议我国报业发展的新趋势[J].科技创新导报,2008,(4):13-15
[23]沈莉.融合:大众传媒发展的新趋势[J].传媒漫评,2006,(5):28-29
[24]蔡骐.吴晓珍.从媒介融合看我国媒介集团的未来发展走向[J].湖南大众传媒职业技术学院学报,2008,(2):38-39
[25]桂世河.莫梅锋、集群化、整合化、生态化——中国媒介产业发展的三大趋势[J].编辑之友,2006,(1):30-31
[26]高伟.电视产业化与产业化集群[J].媒介经营,2006,(6):36-38
[27]喻国明.当前中国传媒业发展客观趋势解读[J].现代传播,2004,(2):61-63
[28]闵大洪.从台湾媒体的网络化进程看大媒体趋势[J].中国记者,2001,(2):11-13
[29]谢静.大众传媒得分众化趋势[J].中国记者,2002,(8):19-21
[30]喻国明.产品为王:传媒竞争的新主旋律[J].当代传播,2008,(2):29-31
[31]张金海.徐卫华.曾兰平.喻琦.刘江月.2006年中国传媒创新趋势[J].中国广告,2007,(2):41-42
[32]喻国明.2004年中国传媒业发展大势猜想[J].新闻界,2004,(1):35-36
[33]程曼丽.信息全球化时代的国际传播[J].国际新闻界,2000,(4):12-14
[34]段朋.“三网合一”的发展趋势与高新技术前景展望[J].国际新闻界,2001,(6):17-18
[35]贾保华.产业化与全球化对中国传播的影响[J].现代传播,2003,(4):19-21
[36]明暗香.大众传媒将面目全非—-关于信息高速公路将给大众传播带来的巨大影响之一[J].新闻战线,1999,(3):7-9
[37]孟群.电视新闻的数字化制作[J].现代传播,2003,(4):4-6
[38]吴予敏.全球化时代的传播与国家发展[J].新闻大学,2000,(4):41-43
[39]张洪思.社会转型时期我国新闻从业者的价值取向研究[J].国际新闻界,2006,(10):10-12
[40]赵莉.从《今日美国》看美国的新闻价值观[J].青年记者,2002,(4):19-20
[41] ]姜岩.21世纪媒体发展趋势及对策[J].中国传媒科技,2001,(5):23-25
[42]谢耘耕.中国电视媒体竞争报告[J].现代传播,2005,(6):19-22
[43]陈志刚.媒体竞争·“大媒体”·“媒介网”[J].北青网,2008,(6):17-19
[44]陈红梅.资本介入与媒介竞争[J].当代传播,2003,(2):38-39
[45]钱平凡.产业集群的重要效应和战略应用.经济研究参考,2003,(8):65-67
[46]王国平.王方晖.传媒资本运营与中国的现实进路[J].新华文摘,2006,(4):23-24
[47]郑保卫.试论当前我国媒体格局变化的现状及特点[J].国际新闻界,2008,(3):10-12
[48]喻国明,王斌.规制与突破:传媒产业布局的演变路径[J].新闻与写作,2007(4):26-28
[49] ]计雪峰,梅笑冬.传媒产业链发展模式研究[J].新闻知识,2006(2):63-64
[50]陈艳彩,曲红.论媒介产业集群的竞争优势[J].当代传播,2006(6):37-38
[51] Andrew Jay Schwartzman. Viacom-CBS Merger: MediaCompetition and Consolidation in the New Millennium. media. Doc, 2004,(4):19-21
[52] Dimmick John W.. Media Competition and Coexistence: the Theory of theNiche, 2003,(5):13-14
[53] Benjamin M.. Compaine THE MEDIA MONOPOLY MYTH New Millennium Research Council. 2005,(3):20-21
[54] JF Rayport, JJ Sviokla Exploiting the virtual value chain - The McKinsey Quarterly, 1996 ,(3):65-67
[55] BW Wirtz Reconfiguration of Value Chains in Converging Media and Communications MarketsLong Range Planning, 2001,(9):9-11
[56] Charles A·Gargano.The Communications & Media Services Industry Cluster In New York state.Empire State Development Division of Policy and Research,2001,(12):32-34
[57] Straubhaar,J.Larose, R.Media Now: Understanding Media ,Culture ,and Technology[M].Beijing: Tsinghua University Publisher,2004,(16):36-37
[58] Olson,S.R. Hollywood planet:Global media and the competitive advantage of narrative transparency. Mahwah.NJ:Erlbaum,2005,(23):64-65
[59] Bathelt, Harald. Cluster Relations in the Media Industry: Exploring the 'Distanced Neighbour' Paradox in Leipzig[J]. Regional Studies,February 2005,(16):23-24
[60] Kennet, Dulic.aleksandra. Intelligent instruments for situated media performance. Canadian Theatre Review, Winter2007 ,(8)68-69
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 19
①郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 16
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 18
①郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 22
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 32
③郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 56
①袁文艺.基于波特竞争理论的分众传媒竞争优势探析.探索与争鸣, 2008
②郑保卫.媒介产业.北京:中国传媒大学出版社,2007, 63—64
①喻国明.拐点中的传媒抉择.北京:经济日报出版社,2007, 139
①纪宁.媒介新动向.沈阳:沈阳出版社,2001, 213
①喻国明.拐点中的传媒抉择.北京:经济日报出版社,2007,216
①马克思.资本论(第一卷),人民出版社, 1975,663
①传媒体制改革时间表.media.people.com.cn/GB/137684/8858923.html,2009—9—24
②传媒体制改革时间表.media.people.com.cn/GB/137684/8858923.html,2009—9—24
①朱哲飞,郭哲涵.刍议中国传媒整体改制的是与非.视听界,2008,5,第21期
②《文化体制改革中支持文化企业发展的规定》,上海证券报,2009年1月19
[1]郑保卫.媒介产业[M].北京:中国传媒大学出版社,2007:63-69
[2]欧阳国忠.中国媒体大转折[M].北京:团结出版社,2003:79-86
[3]陆小华.再造传媒[M].北京:中信出版社,2002:23-31
[4]纪宁.媒介新动向[M].沈阳:沈阳出版社,2001:116-123
[5]陆群,张佳昺.新媒体革命[M].北京:社会科学文献出版社,2002:68-75
[6]喻国明.拐点中的传媒抉择[M].北京:经济日报出版社,2007:116-121
[7]谢金文.中国传媒产业概论[M].上海:上海交通大学出版社,2007:16-19
[8]祁述裕.中国文化产业国际竞争力报告[M].北京:社会科学文献出版社,2004:88-97
[9]杨飚,蔡尚伟.媒体竞争论[M].四川:四川民族出版社,2001:26-31
[10]吴飞.传媒竞争力[M].北京:中国传媒大学出版社,2005:123-135
[11]黄升民.丁俊杰.中国广电媒介集团化研究[M].北京:中国物价出版社,2001:198-203
[12]李希光.下一代媒体[M].广东:南方日报出版社,2002:165-173
[13]闵大洪.数字媒体概要[M].上海:复旦大学出版社,2003:156-158
[14]张晓性.王新杰.传媒协同发展论[M].北京:新华出版社,2006:32-36
[15]陆小华.整合传媒:传媒竞争趋势与对策[M].北京:中信出版社,2002:44-48
[16]陆小华.激活传媒[M].北京:中信出版社,2002:183-186
[17]骆正林.传媒竞争与媒体经营--传媒经营与管理研究[M].北京:中国广播电视出版社,2008:110-116
[18]张立伟.传媒竞争:法则与工具[M].北京:清华大学出版社,2007:65-76
[19]喻国明.现阶段传媒竞争战略的新趋势[J].传媒,2008,(7):21-23
[20]廖进中.WTO—让中国与世界同步[J].湖南经济,2002,(1):19-20
[21]姚德权.曹海毅.外资进入中国传媒业态势与征服规制创新[J].吉林大学社会科学学报,2007,(2):35-36
[22]刘福伟.浅议我国报业发展的新趋势[J].科技创新导报,2008,(4):13-15
[23]沈莉.融合:大众传媒发展的新趋势[J].传媒漫评,2006,(5):28-29
[24]蔡骐.吴晓珍.从媒介融合看我国媒介集团的未来发展走向[J].湖南大众传媒职业技术学院学报,2008,(2):38-39
[25]桂世河.莫梅锋、集群化、整合化、生态化——中国媒介产业发展的三大趋势[J].编辑之友,2006,(1):30-31
[26]高伟.电视产业化与产业化集群[J].媒介经营,2006,(6):36-38
[27]喻国明.当前中国传媒业发展客观趋势解读[J].现代传播,2004,(2):61-63
[28]闵大洪.从台湾媒体的网络化进程看大媒体趋势[J].中国记者,2001,(2):11-13
[29]谢静.大众传媒得分众化趋势[J].中国记者,2002,(8):19-21
[30]喻国明.产品为王:传媒竞争的新主旋律[J].当代传播,2008,(2):29-31
[31]张金海.徐卫华.曾兰平.喻琦.刘江月.2006年中国传媒创新趋势[J].中国广告,2007,(2):41-42
[32]喻国明.2004年中国传媒业发展大势猜想[J].新闻界,2004,(1):35-36
[33]程曼丽.信息全球化时代的国际传播[J].国际新闻界,2000,(4):12-14
[34]段朋.“三网合一”的发展趋势与高新技术前景展望[J].国际新闻界,2001,(6):17-18
[35]贾保华.产业化与全球化对中国传播的影响[J].现代传播,2003,(4):19-21
[36]明暗香.大众传媒将面目全非—-关于信息高速公路将给大众传播带来的巨大影响之一[J].新闻战线,1999,(3):7-9
[37]孟群.电视新闻的数字化制作[J].现代传播,2003,(4):4-6
[38]吴予敏.全球化时代的传播与国家发展[J].新闻大学,2000,(4):41-43
[39]张洪思.社会转型时期我国新闻从业者的价值取向研究[J].国际新闻界,2006,(10):10-12
[40]赵莉.从《今日美国》看美国的新闻价值观[J].青年记者,2002,(4):19-20
[41] ]姜岩.21世纪媒体发展趋势及对策[J].中国传媒科技,2001,(5):23-25
[42]谢耘耕.中国电视媒体竞争报告[J].现代传播,2005,(6):19-22
[43]陈志刚.媒体竞争·“大媒体”·“媒介网”[J].北青网,2008,(6):17-19
[44]陈红梅.资本介入与媒介竞争[J].当代传播,2003,(2):38-39
[45]钱平凡.产业集群的重要效应和战略应用.经济研究参考,2003,(8):65-67
[46]王国平.王方晖.传媒资本运营与中国的现实进路[J].新华文摘,2006,(4):23-24
[47]郑保卫.试论当前我国媒体格局变化的现状及特点[J].国际新闻界,2008,(3):10-12
[48]喻国明,王斌.规制与突破:传媒产业布局的演变路径[J].新闻与写作,2007(4):26-28
[49] ]计雪峰,梅笑冬.传媒产业链发展模式研究[J].新闻知识,2006(2):63-64
[50]陈艳彩,曲红.论媒介产业集群的竞争优势[J].当代传播,2006(6):37-38
[51] Andrew Jay Schwartzman. Viacom-CBS Merger: MediaCompetition and Consolidation in the New Millennium. media. Doc, 2004,(4):19-21
[52] Dimmick John W.. Media Competition and Coexistence: the Theory of theNiche, 2003,(5):13-14
[53] Benjamin M.. Compaine THE MEDIA MONOPOLY MYTH New Millennium Research Council. 2005,(3):20-21
[54] JF Rayport, JJ Sviokla Exploiting the virtual value chain - The McKinsey Quarterly, 1996 ,(3):65-67
[55] BW Wirtz Reconfiguration of Value Chains in Converging Media and Communications MarketsLong Range Planning, 2001,(9):9-11
[56] Charles A·Gargano.The Communications & Media Services Industry Cluster In New York state.Empire State Development Division of Policy and Research,2001,(12):32-34
[57] Straubhaar,J.Larose, R.Media Now: Understanding Media ,Culture ,and Technology[M].Beijing: Tsinghua University Publisher,2004,(16):36-37
[58] Olson,S.R. Hollywood planet:Global media and the competitive advantage of narrative transparency. Mahwah.NJ:Erlbaum,2005,(23):64-65
[59] Bathelt, Harald. Cluster Relations in the Media Industry: Exploring the 'Distanced Neighbour' Paradox in Leipzig[J]. Regional Studies,February 2005,(16):23-24
[60] Kennet, Dulic.aleksandra. Intelligent instruments for situated media performance. Canadian Theatre Review, Winter2007 ,(8)68-69