【作者】 孙聚成；

【导师】 樊炳武；

【作者基本信息】 郑州大学 ， 新闻学， 2002， 硕士

【摘要】 关山飞渡，长梦终圆。经过二十多年的谈判，我国终于成为世界贸易组织的正式成员。加入世界贸易组织，中国步入一个真正意义上的市场经济时代，市场经济的规律必然会对中国传统的大众媒体发挥作用。同时，随着中国入世，国际性的跨国传媒集团也正对中国这个全球潜力最大的传媒销售市场虎视眈眈。而中国大众传媒的生存状态并不能令人乐观。 面对政治全球化、经济全球化和文化交流全球化的潮流，中国传统媒介作为党和人民的喉舌，作为社会主义性质的宣传机构，在唱好主旋律，推动国家发展进步，保护中国民族文化方面作为重大。 面对入世后机遇与挑战共存的新形势，中国传统媒体怎样才能立足国内，练好内功；加强合作，用好用足国际国内两种资源；参与国际竞争，占领全球媒介市场呢？其关键和根本问题就是发展新闻生产力，通过资本经营和产业化经营，把我们的媒体做大做强，提高传统媒介的生存能力和竞争能力。 知识经济时代，大众传媒的经营和管理同传统的工业经济相比，已有较大的不向，一些生产要素正在经历着深刻的变革和发展。因此，我们必须研究我国传统媒介的生存状态，发现存在的问题和不足，探索新形势下媒介经济的特点，使我们的媒体真正符合信息时代经济规律的要求，适应政治经济形势发生的新变化，与时俱进，取得社会效益和经济效益的双赢。更多还原

【Abstract】 After a long time’s pursuit, We have turned the dream of accession to WTO into reality, and China has become one member of WTO. After china’s accession, we entered a real era of market economy, and the rules of market economy will affect china’s traditional mass media. At the same time, the international media groups will use the chance to enter China’s media marketplace because China is the largest potential fair of world’s cultural products and China’s mass media are poor and have litter power.Facing the currents of political globalization, economic globalization and the globalization of cultural transmission, as a key department of the Communist Party, it is important for China’s mass media to make proper propaganda, and propel the nation’s progress and protect China’s national culture. Therefore, the government should promote the reform of the press system.Facing the new condition of accession to WTO, some people see opportunities, some see challenges, and in fact there are more challenges than opportunities. To meet the challenges, we have no choices but to follow suit first. China’s mass media should do its best to conquer domestic marketplace and cooperate with other advanced countries in using national or international news resources so as to compete with international media groups and conquer the world’s media marketplace. It is necessary that we should develop the media productivity and start capital management and industrialization management. We should improve China’s media capacity of survival and competition. Only China’s media become powerful and lively can we reach the political purposes.We are now at a crucial historic development moment. In the era of knowledge-based economy, the management methods of the mass mediaare not the same as traditional industry economy, and some factors of productivity have changed. We must study the survival condition of China’s traditional media and find the shortages and difficulties of the press. We must study the rules of mass media and adopt the economic rules of information age. we must make rapid progress with the tide of the new century and make great gains in social and economic aspects.更多还原