我國電視媒體產(chǎn)業(yè)組織演化研究
發(fā)布時(shí)間：2018-07-17 03:48
【摘要】：隨著人們物質(zhì)生活水平的提高,精神文化產(chǎn)品的需求與日俱增。傳媒產(chǎn)業(yè)晉升為國民經(jīng)濟(jì)的支柱產(chǎn)業(yè),成為具有很強(qiáng)發(fā)展勢頭和增長空間的朝陽產(chǎn)業(yè)。電視媒體是傳媒產(chǎn)業(yè)的重要組成部分,是最具公信力和權(quán)威性的傳統(tǒng)媒體。在我國,電視媒體經(jīng)歷了半個(gè)多世紀(jì)的發(fā)展,最初是非盈利的事業(yè)單位;上世紀(jì)九十年代后,經(jīng)過產(chǎn)業(yè)化改革轉(zhuǎn)型成"事業(yè)單位、企業(yè)運(yùn)營"的雙軌制模式;本世紀(jì)的前十年進(jìn)入了發(fā)展的黃金時(shí)期,近年來受數(shù)字化和互聯(lián)網(wǎng)技術(shù)的推動(dòng),迎來了媒介融合的大潮,整個(gè)發(fā)展過程跌宕起伏。電視媒體產(chǎn)業(yè)組織的演化及其影響因素是值得去思考和研究的問題,能夠幫助我們更好的了解該產(chǎn)業(yè)的行業(yè)特征和運(yùn)行規(guī)律,以便提升市場績效,適應(yīng)產(chǎn)業(yè)發(fā)展環(huán)境,適時(shí)做大做強(qiáng)以滿足人民群眾不斷增長的精神文化產(chǎn)品需求。本文的直接理論依據(jù)是演化經(jīng)濟(jì)思想和產(chǎn)業(yè)組織理論。演化經(jīng)濟(jì)學(xué)注重經(jīng)濟(jì)力量發(fā)展過程和趨勢的動(dòng)態(tài)演變。雖然該理論沒有成熟的分析框架和理論模型,卻給我們提供了一種經(jīng)濟(jì)分析的全新時(shí)空觀。本文將演化經(jīng)濟(jì)思想與產(chǎn)業(yè)組織理論中的SCP范式相結(jié)合,提出了電視媒體產(chǎn)業(yè)組織演化的理論分析框架。傳統(tǒng)的產(chǎn)業(yè)組織理論將注意力集中在產(chǎn)業(yè)內(nèi)部SCP的相互關(guān)系上,忽視了產(chǎn)業(yè)外界技術(shù)環(huán)境和規(guī)制背景對(duì)產(chǎn)業(yè)組織形態(tài)的影響作用。同時(shí),沒有將產(chǎn)業(yè)組織作為一個(gè)生態(tài)系統(tǒng)來研究它的演化變遷。本文構(gòu)建了自組織和他組織兩種演化機(jī)制來分析電視媒體產(chǎn)業(yè)組織的演化過程。自組織演化機(jī)制的動(dòng)力是電視媒體本身的創(chuàng)新能力,由此帶動(dòng)市場結(jié)構(gòu)、市場行為和市場績效三方面的交互作用、相互影響。他組織演化機(jī)制的動(dòng)力是系統(tǒng)外部的創(chuàng)新,體現(xiàn)在整個(gè)社會(huì)技術(shù)變革帶來的媒介融合,以及規(guī)制制度創(chuàng)新帶來的規(guī)制變遷。這兩個(gè)外部動(dòng)力也推動(dòng)了電視媒體市場結(jié)構(gòu)、市場行為和市場績效的演化。內(nèi)外部演化動(dòng)力交織在一起形成了自組織和他組織兩種演化機(jī)制,同時(shí)作用于電視媒體產(chǎn)業(yè)組織的演化過程。在研究了電視媒體產(chǎn)業(yè)組織演變的影響因素、演變的方向和發(fā)展規(guī)律之后,本文重新審視了電視媒體現(xiàn)階段的發(fā)展瓶頸。從自組織演化層面,提出了電視媒體要依托完善的創(chuàng)新機(jī)制來實(shí)現(xiàn)切實(shí)可行的內(nèi)容創(chuàng)新策略,提升產(chǎn)業(yè)績效,迎來發(fā)展的第二次高峰;他組織演化層面要首先利用技術(shù)催生的多屏共享、網(wǎng)臺(tái)互動(dòng)以及大數(shù)據(jù)平臺(tái)來彌補(bǔ)電視作為傳統(tǒng)媒體的局限性,通過品牌打造將傳統(tǒng)媒體的影響力遷移到新媒體等領(lǐng)域,主導(dǎo)未來傳媒產(chǎn)業(yè)的融合變遷。另外,從規(guī)制政策方面,提出政府部門要給予客觀的制度保障來推動(dòng)電視媒體的產(chǎn)業(yè)組織演化升級(jí):應(yīng)該轉(zhuǎn)變政府職能,促進(jìn)體制創(chuàng)新,優(yōu)化電視媒體的市場結(jié)構(gòu);從供給側(cè)入手,引導(dǎo)精神文化精品的產(chǎn)出;加快媒介融合的發(fā)展速度,實(shí)現(xiàn)整個(gè)傳媒產(chǎn)業(yè)的產(chǎn)業(yè)升級(jí)。通過上述分析,本文的研究結(jié)論可以劃分為實(shí)證結(jié)論和規(guī)范結(jié)論兩個(gè)部分。電視媒體的市場結(jié)構(gòu)、市場行為、市場績效在自組織和他組織演化機(jī)制雙重作用下的演化規(guī)律和演化方向?qū)儆趯?shí)證分析的結(jié)論,闡釋了我國電視媒體產(chǎn)業(yè)組織形態(tài)的形成和發(fā)展趨勢。在規(guī)范研究部分,針對(duì)媒介融合帶來的機(jī)遇和挑戰(zhàn),從媒體策略層面給出了應(yīng)對(duì)的建議;針對(duì)規(guī)制對(duì)電視媒體產(chǎn)業(yè)組織的約束和促進(jìn),從產(chǎn)業(yè)政策的視角給規(guī)制部門提出了可行性的建議。
[Abstract]:With the improvement of people's material living standard, the demand of spiritual culture products is increasing day by day. The media industry is promoted to the pillar industry of the national economy. It has become a rising industry with strong momentum and space for growth. TV media is an important part of the media industry. It is the most credible and authoritative traditional media. The media experienced more than half a century of development, initially a non-profit institution; after the 90s of last century, after the industrialization reform, it transformed into a dual track model of "enterprise and enterprise operation". The first ten years of this century entered the golden period of development. In recent years, it has been driven by the digital and Internet technology, and ushered in the media. The evolution of the whole development process is ups and downs. The evolution of the television media industry organization and its influencing factors are worth thinking and studying. It can help us to better understand the industry characteristics and running laws of the industry so as to improve the market performance, adapt to the industrial development environment, and make a bigger and stronger time to meet the people's masses. The direct theoretical basis of this article is the evolutionary economic thought and the industrial organization theory. Evolutionary economics pays attention to the dynamic evolution of the process and trend of economic power development. Although the theory has no mature analytical framework and theoretical model, it provides us with a new concept of economic analysis. Combining the evolutionary economic thought with the SCP paradigm in the industrial organization theory, the theoretical analysis framework of the evolution of the television media industry organization is put forward. The traditional industrial organization theory concentrates on the interaction of the SCP in the industry, and ignores the influence of the industrial environment and the regulatory background on the industrial organization. In this paper, the evolution process of the TV media industry organization is analyzed by two evolutionary mechanisms of self organization and his organization. The motive force of the self-organizing evolution mechanism is the innovation ability of the TV media itself, which leads the market structure, market behavior and market performance. Three aspects of interaction, mutual influence. The motive force of his organizational evolution mechanism is external innovation of the system, reflected in the media integration brought by the whole social technological change, and the regulation changes brought by the regulation system innovation. These two external forces also promote the market structure, market behavior and market performance evolution of the television media. The evolution dynamics interweaves together to form two kinds of evolution mechanism of self organization and his organization, and it acts on the evolution process of the television media industry organization. After studying the influence factors, the direction and the development law of the evolution of the television media industry organization, this paper reexamines the bottleneck of the development of the television media. On the level of transformation, it is proposed that TV media should rely on perfect innovation mechanism to realize practical content innovation strategy, improve industry performance, and usher in the second peak of development; in his organizational evolution level, it is necessary to make up for the limitations of television as a traditional media, using multi screen sharing, network platform interaction and large data platform. Through the brand building, the influence of traditional media is transferred to the new media and other fields, leading to the integration and change of the future media industry. In addition, from the regulation policy, the government departments should give an objective system guarantee to promote the upgrading and upgrading of the industrial organization of the television media: the government functions should be changed, the system innovation should be promoted, and the TV media should be optimized. The market structure of the body, from the supply side, to guide the output of the spiritual culture, to speed up the speed of media integration and to realize the industrial upgrading of the whole media industry. Through the above analysis, the conclusion of this paper can be divided into two parts: the market structure, market behavior and market performance of the electric media. The evolution and evolution direction of self organization and his organizational evolution mechanism belong to the conclusion of empirical analysis. It explains the formation and development trend of China's television media industry organization form. In the normative research part, it gives the suggestions to deal with the opportunities and challenges brought by media integration. The restraint and promotion of the TV industry organization put forward feasible suggestions from the perspective of industrial policy.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：G229.2
，
本文編號(hào)：2128872
[Abstract]:With the improvement of people's material living standard, the demand of spiritual culture products is increasing day by day. The media industry is promoted to the pillar industry of the national economy. It has become a rising industry with strong momentum and space for growth. TV media is an important part of the media industry. It is the most credible and authoritative traditional media. The media experienced more than half a century of development, initially a non-profit institution; after the 90s of last century, after the industrialization reform, it transformed into a dual track model of "enterprise and enterprise operation". The first ten years of this century entered the golden period of development. In recent years, it has been driven by the digital and Internet technology, and ushered in the media. The evolution of the whole development process is ups and downs. The evolution of the television media industry organization and its influencing factors are worth thinking and studying. It can help us to better understand the industry characteristics and running laws of the industry so as to improve the market performance, adapt to the industrial development environment, and make a bigger and stronger time to meet the people's masses. The direct theoretical basis of this article is the evolutionary economic thought and the industrial organization theory. Evolutionary economics pays attention to the dynamic evolution of the process and trend of economic power development. Although the theory has no mature analytical framework and theoretical model, it provides us with a new concept of economic analysis. Combining the evolutionary economic thought with the SCP paradigm in the industrial organization theory, the theoretical analysis framework of the evolution of the television media industry organization is put forward. The traditional industrial organization theory concentrates on the interaction of the SCP in the industry, and ignores the influence of the industrial environment and the regulatory background on the industrial organization. In this paper, the evolution process of the TV media industry organization is analyzed by two evolutionary mechanisms of self organization and his organization. The motive force of the self-organizing evolution mechanism is the innovation ability of the TV media itself, which leads the market structure, market behavior and market performance. Three aspects of interaction, mutual influence. The motive force of his organizational evolution mechanism is external innovation of the system, reflected in the media integration brought by the whole social technological change, and the regulation changes brought by the regulation system innovation. These two external forces also promote the market structure, market behavior and market performance evolution of the television media. The evolution dynamics interweaves together to form two kinds of evolution mechanism of self organization and his organization, and it acts on the evolution process of the television media industry organization. After studying the influence factors, the direction and the development law of the evolution of the television media industry organization, this paper reexamines the bottleneck of the development of the television media. On the level of transformation, it is proposed that TV media should rely on perfect innovation mechanism to realize practical content innovation strategy, improve industry performance, and usher in the second peak of development; in his organizational evolution level, it is necessary to make up for the limitations of television as a traditional media, using multi screen sharing, network platform interaction and large data platform. Through the brand building, the influence of traditional media is transferred to the new media and other fields, leading to the integration and change of the future media industry. In addition, from the regulation policy, the government departments should give an objective system guarantee to promote the upgrading and upgrading of the industrial organization of the television media: the government functions should be changed, the system innovation should be promoted, and the TV media should be optimized. The market structure of the body, from the supply side, to guide the output of the spiritual culture, to speed up the speed of media integration and to realize the industrial upgrading of the whole media industry. Through the above analysis, the conclusion of this paper can be divided into two parts: the market structure, market behavior and market performance of the electric media. The evolution and evolution direction of self organization and his organizational evolution mechanism belong to the conclusion of empirical analysis. It explains the formation and development trend of China's television media industry organization form. In the normative research part, it gives the suggestions to deal with the opportunities and challenges brought by media integration. The restraint and promotion of the TV industry organization put forward feasible suggestions from the perspective of industrial policy.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：G229.2
，
本文編號(hào)：2128872
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