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媒介资本运营与中国的现实进路

Media Industry’s Capital Operation and Its Practical Approaches in China

【作者】 王方晖

【导师】 王国平;

【作者基本信息】 湖南大学 , 传播学, 2007, 硕士

【摘要】 随着国际大型媒介集团抢滩中国市场步伐的加快,以及国内媒介市场竞争的加剧,中国媒介产业对于资本的需求越来越迫切,资本运营已成为国内媒介高度关注的话题。证券、借贷等金融杠杆工具的使用可以迅速为媒介发展解决资金问题,媒介资本运营通过对媒介资源的优化配置和结构调整,可以有效实现媒介资本的增值。当前,国内关于媒介资本运营的管制正在逐步放开,大量行业外国有资本、民营资本和外资纷纷涌入传媒业,这为中国媒介资本运营的发展提供了有利机会。另一方面,由于政策的不稳定、法规的不健全、以及产权改革还未真正取得突破性进展,中国媒介资本运营的发展还在一定程度上存在着缺陷和不足。为实现中国媒介自身的高速成长以从容应对国际媒介集团的竞争,本文以媒介资本运营的基本概念解读入手,对中国媒介资本运营所面临的国际竞争生态环境、国内产业生态环境及国内政策生态环境进行详细分析和现实观照,并从中国媒介产业无形资本运营、人才资本运营的新理念及金融工具的创新、财务制度的改革、产权归属的确立、风险投资的尝试、价值链分拆与整合等多视角论证了当下中国媒介资本运营的现实进路,为认知与指导媒介资本运营提供了有价值的理论与实践思考。其中对于媒介利用广告资源进行风险投资、媒介人才资源外包策略、以金融工具改革推动媒介整体上市等部分创新性观点的提出对于中国媒介资本运营的现实推进具有一定程度上的参考意义。

【Abstract】 As the international media groups mended their pace of entering Chinese market and the domestic competition getting heating up, Chinese media industry now is in urgent requirement of capital. So the media industry’s capital operation is becoming a pet topic today. Financial tools such as loaned capital and negotiable securities can settle the financial problem rapidly for the media’s development. Capital operation can increment the media capital through distributing the media resources optimally and remodeling the media structure. At present, the control on media industry’s capital operation is getting relaxed stage by stage. So lots of national capital and personal capital along with foreign capital are swarming into Chinese media industry. All of these offered a favorable chance for the development of Chinese media industry’s capital operation. But on the other hand, Chinese media industry’s capital operation is still deficient to some extend because of the policy instability and the regulations morbidity as well as the unsuccessful ownership innovation.For the sake of the Chinese medium’s rapid development, and they can deal with the competition come from international media groups, this paper begin with explaining the concept and the environment of media industry’s capital operation, Then analyzed the international competitive circumstances, the domestic industrial circumstances, and the domestic circumstances of policy. At the same time, this paper demonstrating the practical approaches of Chinese media industry’s capital operation in various ways. For example, it came down to the operation of immaterial capital and manpower, the innovation of financial tool and system, the confirming of property right, the attempt of risk investments, the partition and conformity of the media value chain. All of those provided some valued academic or practical thought for understanding and instructing Chinese media industry’s capital operation. Some innovative point of view such as the risk investment of advertising resource, the epibolic strategy of the manpower, and promoting the marketing course by innovative financial tools are all good reference for the practice of Chinese media industry’s capital operation.

  • 【网络出版投稿人】 湖南大学
  • 【网络出版年期】2008年 06期
  • 【分类号】G206-F
  • 【被引频次】4
  • 【下载频次】586
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