中国报业产业价值创造能力研究

【作者】 张有春；

【导师】 杨建文；

【作者基本信息】 上海社会科学院 ， 产业经济学， 2007， 博士

【摘要】 在发达市场经济国家,报业是一个重要的产业,但它又是一个特殊的产业。在探索我国报业产业发展道路过程中,必须非常关注这一内涵:既不能因为报业是一个产业而忽视其特殊性,也不能因为其在我国的特殊性而忽视报业作为一个产业的共性发展要求。只有将两者有机结合,才能为我国报业产业的发展提供一套较为可信的发展思路。正是立足于这样的基点,本文在确立产业动态分析新“五力”架构的基础上,选择了提升中国报业产业价值创造能力的命题。报业产业是一个以传递信息和广告经营为主导业务的产业,它具有两次售卖过程,既卖给大众,也卖给广告主;同时,它既具有私人产品的性质,也具有公共产品的性质。中国的报业市场正在逐步走向新的体制和格局,表现出转型经济的特点,因此当代中国报业产业的发展具有十分丰富而具体的内涵。新“五力”分析框架是对报业产业发展因素的提炼,同时也是通过三个层次的标准对中国报业产业发展水平的一项评价。其具体内涵可以概括为以下五个方面:市场结构,需求结构,供给结构,组织结构和制度结构。从市场角度看,这五个方面的报业结构也可表述为:竞争压力、制度创新动力、合作推力、融合引力和需求张力。其中,每一个方面的内容都包含着十分丰富的具体内容。大体上,竞争压力包含了报业产业的市场结构特征、报业市场的行为和绩效;制度创新动力是以现行的报业发展政策评价和未来政策架构为基础内容,主要探讨引领中国报业价值提升的有效制度安排究竟应该具有那些内容;合作推力包括中国报业集团发展模式的比较,报业集团化发展的困境,其核心在于揭示报业合作的资源共享机制和途径等内容;融合引力是以介质创新和介质融合为着眼点,涉及报业介质融合的需求、动力,核心探讨融合化的模式和路径;需求张力是以需求内容的拓展来提高价值含量为核心,包括报业的市场开发、功能开发和需求层次开发等内容。总的来讲,中国报业产业发展的“五力”是一个相互关联,彼此制约的整体。一般说来,尊重需求,拓展需求,使自身占有尽可能多的市场份额,始终是报业产业发展的一个基本出发点。而集团化发展和大力推动介质融合则赢得市场,是提高价值创造能力的根基。同时,改变既有制度的不利之处,推动报业产业制度创新是实现中国报业产业发展的重要条件。从全文的篇章结构上看,共分为七章。第一章主要对产业发展的内涵、产业发展的影响因素和一般理论做了分析和提炼,在此基础上引入对报业产业全面分析时应该注意的问题,进而提出了新“五力”分析架构,这一架构也是后文展开研究的理论基础。第二章旨在描述报业产业的特殊经济特征和属性,这是我们展开实际研究之前必须解决的一个现实命题。在得到报业产业具有多重的二元性特点判断的基础,笔者进一步针对中国报业产业的发展特征进行分析。第三章和第四章是研究报业产业发展的第一个层次。首先,从价值创造能力角度剖析了报业产业的需求特征、瓶颈障碍和功能开发的具体内涵;其次,按照标准产业组织理论的SCP分析范式,对中国报业市场的竞争程度、企业行为及其产业绩效进行了分析。需要强调的是,基于SCP框架对报业产业竞争压力的研究是一种模拟性的分析思路,核心在于揭示竞争程度的差异与产业发展能力的联系。第五章和第六章是研究报业产业的第二个层次,也是结合报业产业发展趋势的评价。在第五章中,笔者运用近年来兴起的产业融合理论对报业产业进行了全面解读,进而以中国报业产业为对象,指出其在促进产业融合过程中的障碍。第六章是针对我国报业产业发展中所出现的新发展潮流进行研究,不仅对我国报业集团化发展中存在的问题、难点进行了综合评价,而且指出有效发挥合作推力,确保集团化顺畅发展的核心问题:资源共享。在笔者看来,融合引力和合作推力是促进中国报业产业快速发展的两大关键变量,然而现实的瓶颈和认识上的误区正制约着这两大力量在实践中的作用发挥。第七章是研究报业产业的第三个层次,即报业产业发展的外部环境问题。首先针对改革开放后中国传媒产业制度变迁的阶段和特点进行了分析,进而就现行的报业发展政策做全面评价。在此基础上,重点探讨了我国报业发展政策的基本架构和演进趋势。一定意义上讲,该章既是“新五力”分析模式的落脚点,也是综合考虑前两个层次的分析观点基础上的综合论点。最后,笔者对全文的研究结果做了总结和归纳,并提出了破解中国报业产业价值创造能力障碍的若干突破点。综观全文,本论文特点在于对中国的报业产业的发展现状、发展特点、发展困境等问题做了全面剖析;而这些问题的研究也都是在一个较为统一合理的架构——“新五力”分析模式基础上展开的。在本论文的研究过程中,笔者尝试将产业组织理论、产业发展理论、微观经济学、管理学等学科的基本理论结合到全文的分析框架与分析过程之中。更多还原

【Abstract】 In developed market economics countries, newspaper is one significant industry, and also one special industry. In the course of exploring the development path of the China newspaper industry, we must pay strong attention to this connotation: we should neither neglect its special nature by regarding it merely as one industry, nor neglect its general requirement for development as an industry owing to its special nature in our country. Only by well combining the two aspects, can we offer a relatively reliable development path to the newspaper industry development in our country. It is based on this basic point, that this thesis establishes the "five forces" framework for dynamic analysis of industry, and on that basis, it selects the proposition to increase the capability in creating value for the newspaper industry.Newspaper industry has the main task of transmitting message and advertising. It has two selling processes. It is both sold to audience and advertiser. At the same time, it has the personal product nature and the public product nature.The newspaper market in China is step-by-step heading for a new system and pattern, and shows the point of a reforming economy; therefore, the development of newspaper industry in contemporary China has rich and specific connotation.The new "five forces" analytical framework is a refinement of the newspaper industry development factors, and at the same time it is an evaluation of the development level of China newspaper industry through the 3-tier standard. Its concrete connotation can be generalized into the following five aspects: market structure, demand structure, supply structure, organizational framework and system structure. Viewed from market angle, the newspaper industry structure in these five aspects can be stated as: pressure of competition, system innovation impetus, collaboration push, fusion gravitation and demand tension. Among them, content in every aspect contains very rich specific contents. In principle, pressure of competition contains the market structure characteristic of newspaper industry, the behavior andperformance in the newspaper market; system innovating impetus is based on evaluation of current newspaper industry development policy and future policy framework, and chiefly probes into what contents should be contained in the valid system arrangement to lead the increase of value in the China newspaper industry; the collaboration push includes a comparison among development patterns of China newspaper industry groups, the predicament in group development of newspaper industry, surrounding the core of revealing resource sharing mechanism and path in newspaper industry cooperation; fusion gravitation looks to the media innovation and media fusion, and involves the demand and impetus in newspaper media fusion, surrounding the core of probing into fusion pattern and path; the demand tension chiefly increase the value content by expanding the demand content, including market development and functional development and demand hierarchy development in newspaper industry.In general, the "five forces" in development of China newspaper industry is a whole cross-relating and mutually constraining. In general, the basic starting point for newspaper industry development is always to respect the demand and expand the demand and occupy as much as possible market share. Whereas, group development and vigorous promotion of media fusion can win market, and is the basis for increasing the capability in creating value. At the same time, it is the fundamental conditions for realizing China newspaper industry development to change the shortcomings in the current system and promote system innovation in newspaper industry.Viewing from the chapter structure of the whole thesis, it has seven chapters.First chapter chiefly makes analysis and refinement of the connotation of industrial development, influencing factors on industrial development, and general theory, and on that basis, it introduces the issues to note when making overall analysis of newspaper industry, and further puts forward the "new five forces”analysis framework, which is the theoretical basis for conducting study in the following part.Second chapter purports to describe the special economic characteristics and attributes of newspaper industry, and that is a realistic subject we must solve beforemaking practical research. After concluding that the newspaper industry has multiple duality feature, the author further makes analysis of the development characteristic of China newspaper industry.Third chapter and fourth chapter are the first level in research of newspaper industry development. First of all, I analyze the demand characteristic, bottleneck and specific connotation of functional development in the newspaper industry from the viewpoint of value creating ability, and secondly, I analyze the competitiveness, enterprise behavior and the industry performance of the China newspaper market according to standard industrial system theory SCP analytical pattern. What needs emphasis is, the study of newspaper industry competitive force based on SCP framework is a simulation analysis, and the core is to reveal the relation between difference in competitive degree and industrial development capability.Fifth chapter and sixth chapter are the second tier of newspaper industry research, and also an evaluation combining newspaper industry development trend. In the fifth chapter, the author uses the recently arising industry fusion theory to make an overall interpretation of the newspaper industry and further takes China newspaper industry as the object to point out the obstacle in promoting industry fusion. Sixth chapter is a study aimed at the new trend arising in China newspaper industry development, and not only makes comprehensive evaluation of the open question and difficulty in China newspaper industry group development, but also indicate resource sharing is the core problem in effectively playing cooperation push and ensuring smooth group development. In the opinion of the author, the fusion gravitation and cooperation push are the two key variables in promoting fast growth of China newspaper industry, but the actual bottleneck and wrong understanding are constraining the play of the two forces in practice.Seventh chapter is the third tier of newspaper industry research, and studies the external environment problem for newspaper industry development. First of all, it analyzes the system transition stages and features of China media industry after opening up of China, and then makes a thorough evaluation of the current newspaper industry development policy. On that foundation, I emphasize the basic framework ofChina newspaper industry development policy and the evolution trend. To a certain degree, this chapter is both the stepping-stone of "new five forces", and the comprehensive argument on the basis of comprehensive consideration of the viewpoint analysis on the previous 2 tiers.In the end, the author sums up the findings of the whole thesis, and puts forward the breakthrough points to solve the obstacles to the capability of creating value of China newspaper industry.Viewing the whole thesis, the feature of the paper lies at making a complete anatomy of the status quo, development feature, development predicament and other problems facing China newspaper industry, and the study of these problems also go ahead on the foundation of a relatively unified reasonable framework,“new five forces”analytical model. In the process of writing this thesis, the author attempts to combine the basic theories in industrial organization theory, industrial development theory, microeconomics, management study and other disciplines, to the analytical framework and analytic process of the whole paper.更多还原