中国传媒集团国际化发展战略研究
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摘要
全球化是现代经济社会发展的重要特征,正如Roberta M.(1998)所言:企业经营的市场已不仅仅局限于一个特定的地理区域,企业经营不仅仅期待着与邻近的企业在自己区域竞争,企业的市场已经变得全球化了。在经济全球化背景下,中央政策强化了“国际化”政策导向,文化与传媒产业国际化的相关政策,极大地激发了传媒产业的国际化激情,使得新兴的传媒产业得到了快速发展,2009年总产值达到4907.96亿元,比2008年增长了16.3%。
尽管当前世界经济高度全球化,然而中国传媒企业真正实施国际化的相对较少,对传媒产业国际化理论研究也很少。尤其传媒产品作为一种文化产品,由于“文化折扣”的存在,传媒集团的国际化发展需要充分考虑跨文化的影响。因此,论文借助Melin(1993)国际化概念(国际化首先是目标市场选择,其次是进入模式决策),基于跨文化理论,以中国传媒集团为研究对象,进行跨学科研究探索,研究了文化差异与目标市场选择、跨文化风险与进入模式决策,探索中国传媒集团“中国特色”国际化发展战略,充实了国内在交叉学科方面的研究,研究主要内容与结论如下:
(1)构建了中国传媒集团国际化动机四力模型
以Dunning国际化动机理论为基础,通过对中国传媒集团相关领导与员工进行深度访谈,对中国传媒集团国际化战略动机进行了问卷调查,实证结果发现,Dunning国际化动机的资源导向型与战略导向型在中国传媒集团国际化进程中不适用,而市场型与效率型与中国现状吻合。通过对问卷进行因子分析发现,中国传媒集团国际化动机可以归纳为四种力量:政府推动力、市场拉动力、品牌驱动力与集团策动力,并因此构建了中国传媒集团国际化动机的四力模型。
(2)实证了文化差异与中国传媒集团国际化目标市场选择的关系
对文化差异进行了研究,基于Hofstede文化维度,结合Kougut和Singh(1988)文化距离的测量方法,计算了中外的文化距离。通过搜集中国出版集团国际化相关数据,实证检验了文化距离、地理距离、GDP与投资环境指数对于国际化目标市场选择的影响。结果表明:出版集团国际化目标市场选择与文化距离、GDP显著正相关,而与地理距离显著负相关,与投资环境指数正相关,但不显著。通过实证结果发现:中国传媒集团倾向选择文化距离较大的目标市场。对这种“异象”进行了探讨:一方面可能由于中国传媒集团国际化程度较低;另一方面,为了在文化距离更大的市场宣传中国的文化理念与意识形态,进一步吻合了国际化动机的实证结果。
(3)探讨了中国传媒集团国际化目标市场选择与进入模式决策方法
研究了中国传媒集团国际化目标市场选择的影响因素,从决策者角度出发,考虑目标国家风险和市场吸引力等因素,利用决策过程方法,构建了目标市场选择的动态DMP模型;同时,从跨文化风险视角,构建了中国传媒集团国际化进入模式选择的指标体系,利用层次分析法(AHP)给出了中国传媒集团国际化进入模式选择的AHP模型,提升了中国传媒集团国际化进入模式决策的科学性与可行性。
(4)提出了中国传媒集团跨文化发展四大战略
从文化差异、文化风险与跨文化冲突三个方面对跨文化进行了阐释,分别研究了中国传媒集团国际化目标市场选择、进入模式决策以及跨文化冲突处理模型,从而构建了中国传媒集团跨文化发展模式(Cross-culture Development Model, CDM),并结合中国传媒集团国际化现状,对跨文化发展模式的推进路径进行了研究,给出了中国传媒集团国际化发展的四大战略:环境政策优化战略、产业链锻造战略、品牌塑造战略和跨文化协同战略。
论文的创新主要有以下几点:
第一,基于Dunning国际化动机理论,分析了中国传媒集团国际化的影响因素,利用深度访谈,实证调查了中国传媒集团国际化动机。通过因子分析,构建了中国传媒集团国际化动机四力模型:政府推动力、市场拉动力、品牌驱动力和集团策动力,且在实践中对四力模型进行了检验,进一步丰富了国际化动机理论。
第二,基于文化差异理论,构建了文化距离测量指标,并实证检验了文化差异对中国传媒集团国际化目标市场选择的影响,分析了文化差异对目标市场选择的作用机理,为中国传媒集团国际化目标市场选择提供了理论支持,弥补了国内在此方面研究的不足。
第三,基于跨文化竞争力理论,尝试分析跨文化因素对中国传媒集团国际化发展的作用机理,构建了中国传媒集团跨文化发展模式,并提出中国传媒集团国际化发展四大战略,从而优化了中国传媒集团国际化路径,增强了中国传媒集团的国际竞争力和传媒软实力。
Globalization is becoming the characteristic of modern economic society. Just as what Roberta M. (1998) had said,“The business operational market shouldn’t be restricted to a certain geographic area. Business operation not only expects the competition within its own area, but also that from around the world. Enterprises of all countries start to break through the limitation of nation, area or even itself, and compete with one another in the global market, to optimize the allocation of resources and search profit generator. With the background of economic globalization, government’s policies strengthen the political orientation of“internationalization”. The relative policies of the internationalization of cultural and media industry has greatly fostered the enthusiasm of the international development of media industry. As an emerging industry, media industry, whose gross output is 490.796 billion in 2009, an increase of 16.3% over 2008.
Though world economy is highly globalized, few media enterprises in China truly implement internationalization, and there are few theoretical researches on media industry internationalization. Especially media products are cultural ones, with the influence of culture discount, and media groups need think about the influence of cross-culture in implementing internationalization. Therefore, this paper uses the concept of Internationalization from Melin (1993), regarding it as goal market selection and entry mode choice. Based on cross-culture theory, Chinese media group as object, this paper will do some interdisciplinary research, focus on culture difference and goal market selection, cross-culture risk and entry mode, and want to explore some“Chinese feature”about international strategy, which will enrich the research area on interdisciplinary one.
The main contents and conclusions of this study are as follows:
1. Constructing the“Four Forces Model”of Chinese media group’s internationalization motives
Based on Dunning’s theory of internationalization forces, I had in-depth interviews with Chinese media group’s relative leaders and staff, and did questionnaire survey on Chinese media group’s internationalization motives. It turns out that the resource and strategy orientation of Dunning’s internationalization motives cannot be adapted to Chinese media group’s internationalization, while the market and efficiency orientation is identical to China’s present situation. Through the factor analysis of the questionnaire, Chinese media group’s internationalization motives can be concluded as four forces: force of government, market, brand name, and group, which altogether constructed the“four force model”of Chinese media group’s internationalization motives.
2. Examining the influence of cultural differences on the target market selection of Chinese media group’s internationalization
This paper studies on cultural differences based on the analysis of Hofstede’s cultural dimensions. In accordance with the cultural distance calculating method of Kougut and Singh (1988), it calculates the distance of Sino-foreign culture. It collects some relative status on Chinese publishing enterprises’internationalization, taking the airline time of main cities at home and abroad as the geographic distance of two countries, taking GDP and environmental investment index as independent variable, and examines with demonstration the cultural distance, geography distance, and the influence of GDP and environmental investment index on the target market. It turns out that target market selection is in distinct positive correlation with cultural distance and GDP, in distinct negative correlation with geographic distance, and in inconspicuous positive correlation with environmental investment index. It analyses the influence of cultural differences on the target market selection of Chinese media group’s internationalization. For one thing, Chinese media group’s internationalization is late at the outset, low in standard, and poor in internationalization experience. For another, Chinese media group’s internationalization is greatly affected by government’s exogenous action, and it enters a target market with larger cultural distance, through advocating Chinese cultural philosophy and ideology, which is accordance with the empirical research on internationalization motives.
3. Analyzing the methods for Chinese media group international goal markets selection and entry modes choice
This paper studies the influential factor of the target market selection of Chinese media group’s internationalization. From the perspective of a decision maker, taking into consideration the target country’s risks, market attractiveness, entrance barrier and cultural similarities, it further enriches the relative theories of the target market selection of Chinese media group’s internationalization, taking Decision Making Progress as dynamic decision making model. From the perspective of cross-culture risks, it constructs the index system of the entry mode decision-making of Chinese media group’s internationalization. Following the method of AHP, it takes AHP as model of entry mode selection of Chinese media group’s internationalization, making the entry mode decision-making of Chinese media group’s internationalization more scientific and feasible, which is beneficial to the international market expansion of Chinese media group.
4. Giving out four strategies of Chinese media group’s cross-culture development
This paper explains cross-culture from the aspects of cultural differences, risks and conflicts, and researches respectively of these three aspects on target market selection, entry mode decision-making, and cultural conflicts process of Chinese media group’s internationalization, thus constructs the cross-culture development pattern of Chinese media group. It researches on the promotion means of cross-culture development pattern of Chinese media group, and works out the four strategies: to optimize political environment, innovate media products, constructs media brand names, manage cross-culture in coordination. Then the paper gives some detail explanations about these strategies and implementation rules.
The innovations are as following:
1. Based on Dunning’s theory of internationalization forces, with in-depth interviews on Chinese media group’s relative leaders and staff, and did questionnaire survey on Chinese media group’s internationalization motives. Through the factor analysis of the questionnaire, Chinese media group’s internationalization motives can be concluded as four forces: force of government, market, brand name, and group, which altogether constructed the“four force model”of Chinese media group’s internationalization motives. The“four force model”enrichs internationalization theory, which is innotive in domestic research area.
2. Based on culture difference theory, the paper constructs the index system to test cultural distance and verifies cultural distance influence on Chinese media group goal market selection, then finding the mechanism between culture difference and market goal selection, which give theory support for Chinese media group goal market selection and make up the research deficiency in China.
3. Based on Cross-culture competition theory, the paper analyzes the machenism, which is about cross-culture and Chinese media group international development, then gives Chinese media group cross-culture development pattern. About the pattern, the paper gives out four strategies to implement, which is helpful for competitive power and media soft power.
尽管当前世界经济高度全球化,然而中国传媒企业真正实施国际化的相对较少,对传媒产业国际化理论研究也很少。尤其传媒产品作为一种文化产品,由于“文化折扣”的存在,传媒集团的国际化发展需要充分考虑跨文化的影响。因此,论文借助Melin(1993)国际化概念(国际化首先是目标市场选择,其次是进入模式决策),基于跨文化理论,以中国传媒集团为研究对象,进行跨学科研究探索,研究了文化差异与目标市场选择、跨文化风险与进入模式决策,探索中国传媒集团“中国特色”国际化发展战略,充实了国内在交叉学科方面的研究,研究主要内容与结论如下:
(1)构建了中国传媒集团国际化动机四力模型
以Dunning国际化动机理论为基础,通过对中国传媒集团相关领导与员工进行深度访谈,对中国传媒集团国际化战略动机进行了问卷调查,实证结果发现,Dunning国际化动机的资源导向型与战略导向型在中国传媒集团国际化进程中不适用,而市场型与效率型与中国现状吻合。通过对问卷进行因子分析发现,中国传媒集团国际化动机可以归纳为四种力量:政府推动力、市场拉动力、品牌驱动力与集团策动力,并因此构建了中国传媒集团国际化动机的四力模型。
(2)实证了文化差异与中国传媒集团国际化目标市场选择的关系
对文化差异进行了研究,基于Hofstede文化维度,结合Kougut和Singh(1988)文化距离的测量方法,计算了中外的文化距离。通过搜集中国出版集团国际化相关数据,实证检验了文化距离、地理距离、GDP与投资环境指数对于国际化目标市场选择的影响。结果表明:出版集团国际化目标市场选择与文化距离、GDP显著正相关,而与地理距离显著负相关,与投资环境指数正相关,但不显著。通过实证结果发现:中国传媒集团倾向选择文化距离较大的目标市场。对这种“异象”进行了探讨:一方面可能由于中国传媒集团国际化程度较低;另一方面,为了在文化距离更大的市场宣传中国的文化理念与意识形态,进一步吻合了国际化动机的实证结果。
(3)探讨了中国传媒集团国际化目标市场选择与进入模式决策方法
研究了中国传媒集团国际化目标市场选择的影响因素,从决策者角度出发,考虑目标国家风险和市场吸引力等因素,利用决策过程方法,构建了目标市场选择的动态DMP模型;同时,从跨文化风险视角,构建了中国传媒集团国际化进入模式选择的指标体系,利用层次分析法(AHP)给出了中国传媒集团国际化进入模式选择的AHP模型,提升了中国传媒集团国际化进入模式决策的科学性与可行性。
(4)提出了中国传媒集团跨文化发展四大战略
从文化差异、文化风险与跨文化冲突三个方面对跨文化进行了阐释,分别研究了中国传媒集团国际化目标市场选择、进入模式决策以及跨文化冲突处理模型,从而构建了中国传媒集团跨文化发展模式(Cross-culture Development Model, CDM),并结合中国传媒集团国际化现状,对跨文化发展模式的推进路径进行了研究,给出了中国传媒集团国际化发展的四大战略:环境政策优化战略、产业链锻造战略、品牌塑造战略和跨文化协同战略。
论文的创新主要有以下几点:
第一,基于Dunning国际化动机理论,分析了中国传媒集团国际化的影响因素,利用深度访谈,实证调查了中国传媒集团国际化动机。通过因子分析,构建了中国传媒集团国际化动机四力模型:政府推动力、市场拉动力、品牌驱动力和集团策动力,且在实践中对四力模型进行了检验,进一步丰富了国际化动机理论。
第二,基于文化差异理论,构建了文化距离测量指标,并实证检验了文化差异对中国传媒集团国际化目标市场选择的影响,分析了文化差异对目标市场选择的作用机理,为中国传媒集团国际化目标市场选择提供了理论支持,弥补了国内在此方面研究的不足。
第三,基于跨文化竞争力理论,尝试分析跨文化因素对中国传媒集团国际化发展的作用机理,构建了中国传媒集团跨文化发展模式,并提出中国传媒集团国际化发展四大战略,从而优化了中国传媒集团国际化路径,增强了中国传媒集团的国际竞争力和传媒软实力。
Globalization is becoming the characteristic of modern economic society. Just as what Roberta M. (1998) had said,“The business operational market shouldn’t be restricted to a certain geographic area. Business operation not only expects the competition within its own area, but also that from around the world. Enterprises of all countries start to break through the limitation of nation, area or even itself, and compete with one another in the global market, to optimize the allocation of resources and search profit generator. With the background of economic globalization, government’s policies strengthen the political orientation of“internationalization”. The relative policies of the internationalization of cultural and media industry has greatly fostered the enthusiasm of the international development of media industry. As an emerging industry, media industry, whose gross output is 490.796 billion in 2009, an increase of 16.3% over 2008.
Though world economy is highly globalized, few media enterprises in China truly implement internationalization, and there are few theoretical researches on media industry internationalization. Especially media products are cultural ones, with the influence of culture discount, and media groups need think about the influence of cross-culture in implementing internationalization. Therefore, this paper uses the concept of Internationalization from Melin (1993), regarding it as goal market selection and entry mode choice. Based on cross-culture theory, Chinese media group as object, this paper will do some interdisciplinary research, focus on culture difference and goal market selection, cross-culture risk and entry mode, and want to explore some“Chinese feature”about international strategy, which will enrich the research area on interdisciplinary one.
The main contents and conclusions of this study are as follows:
1. Constructing the“Four Forces Model”of Chinese media group’s internationalization motives
Based on Dunning’s theory of internationalization forces, I had in-depth interviews with Chinese media group’s relative leaders and staff, and did questionnaire survey on Chinese media group’s internationalization motives. It turns out that the resource and strategy orientation of Dunning’s internationalization motives cannot be adapted to Chinese media group’s internationalization, while the market and efficiency orientation is identical to China’s present situation. Through the factor analysis of the questionnaire, Chinese media group’s internationalization motives can be concluded as four forces: force of government, market, brand name, and group, which altogether constructed the“four force model”of Chinese media group’s internationalization motives.
2. Examining the influence of cultural differences on the target market selection of Chinese media group’s internationalization
This paper studies on cultural differences based on the analysis of Hofstede’s cultural dimensions. In accordance with the cultural distance calculating method of Kougut and Singh (1988), it calculates the distance of Sino-foreign culture. It collects some relative status on Chinese publishing enterprises’internationalization, taking the airline time of main cities at home and abroad as the geographic distance of two countries, taking GDP and environmental investment index as independent variable, and examines with demonstration the cultural distance, geography distance, and the influence of GDP and environmental investment index on the target market. It turns out that target market selection is in distinct positive correlation with cultural distance and GDP, in distinct negative correlation with geographic distance, and in inconspicuous positive correlation with environmental investment index. It analyses the influence of cultural differences on the target market selection of Chinese media group’s internationalization. For one thing, Chinese media group’s internationalization is late at the outset, low in standard, and poor in internationalization experience. For another, Chinese media group’s internationalization is greatly affected by government’s exogenous action, and it enters a target market with larger cultural distance, through advocating Chinese cultural philosophy and ideology, which is accordance with the empirical research on internationalization motives.
3. Analyzing the methods for Chinese media group international goal markets selection and entry modes choice
This paper studies the influential factor of the target market selection of Chinese media group’s internationalization. From the perspective of a decision maker, taking into consideration the target country’s risks, market attractiveness, entrance barrier and cultural similarities, it further enriches the relative theories of the target market selection of Chinese media group’s internationalization, taking Decision Making Progress as dynamic decision making model. From the perspective of cross-culture risks, it constructs the index system of the entry mode decision-making of Chinese media group’s internationalization. Following the method of AHP, it takes AHP as model of entry mode selection of Chinese media group’s internationalization, making the entry mode decision-making of Chinese media group’s internationalization more scientific and feasible, which is beneficial to the international market expansion of Chinese media group.
4. Giving out four strategies of Chinese media group’s cross-culture development
This paper explains cross-culture from the aspects of cultural differences, risks and conflicts, and researches respectively of these three aspects on target market selection, entry mode decision-making, and cultural conflicts process of Chinese media group’s internationalization, thus constructs the cross-culture development pattern of Chinese media group. It researches on the promotion means of cross-culture development pattern of Chinese media group, and works out the four strategies: to optimize political environment, innovate media products, constructs media brand names, manage cross-culture in coordination. Then the paper gives some detail explanations about these strategies and implementation rules.
The innovations are as following:
1. Based on Dunning’s theory of internationalization forces, with in-depth interviews on Chinese media group’s relative leaders and staff, and did questionnaire survey on Chinese media group’s internationalization motives. Through the factor analysis of the questionnaire, Chinese media group’s internationalization motives can be concluded as four forces: force of government, market, brand name, and group, which altogether constructed the“four force model”of Chinese media group’s internationalization motives. The“four force model”enrichs internationalization theory, which is innotive in domestic research area.
2. Based on culture difference theory, the paper constructs the index system to test cultural distance and verifies cultural distance influence on Chinese media group goal market selection, then finding the mechanism between culture difference and market goal selection, which give theory support for Chinese media group goal market selection and make up the research deficiency in China.
3. Based on Cross-culture competition theory, the paper analyzes the machenism, which is about cross-culture and Chinese media group international development, then gives Chinese media group cross-culture development pattern. About the pattern, the paper gives out four strategies to implement, which is helpful for competitive power and media soft power.
引文
①《中国传媒集团发展报告》课题组编纂,湖南教育出版社,2004年5月
①此部分作者整理,主要参考文献:郭齐勇(1990);应焕红(2001);苏珊·奈德施(2001);姚孝军(2006)
①本部分主要参考文献刘海云(2001);鲁桐(2007);刘建丽(2009)等
①所谓目标的不可公度性指各目标之间没有统一的量纲,因此难以作相互比较;目标之间的矛盾性是指,如果改进某一目标的值,可能会使另一些目标受损(杨剑波,1996)
①《运筹学》教材编写组.《运筹学》(第三版)[M].北京:清华大学出版社,2005
1亨廷顿,《文明的冲突》,当今社会存在的三种文明:基督教世界、伊斯兰世界和儒家世界
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