Research On Industrial Innovation Of China's Media

More than 20 years has passed since China began to industrialize its media. Facing the huge market capacity,China's media industry is bearing lower growth and less motivation. After the entry to WTO,China's media industry will involve in the fierce international competition. At present,China's media industry will have to run the industrial innovation for the continuous development. With the guidance of Marxist economics theory,many other theories such as industrial economics,microeconomics,institutional economics,jurisprudence and innovation have been applied to this thesis. Under the research on media's positivism and standardization theory,the preliminary theoretical frame of the innovation in China's media industry has been established in this thesis. Through the annotation and re-explanatory to some relative concepts and ideas,this thesis combs the route-line of industrial germination and development of China's media. After the analysis of media industrial current situation and its cause in such seven fields a.i industrial structure,property rights,market,market structure,marketing mechanism,charge mechanism,science & technology and regulation mechanism,on the basis of theoretical differentiation and international reference,this thesis puts forward many corresponding proposals and measures.In the part of basic theory in this thesis,beginning with the theory of social division,summarizing Chinese-foreign industrial practice in media field,this thesis analyses the historical necessity of media's emergence and development. On the basis of synthesizing of classic theory in media industry and other concerning theories,this thesis alsoexpounds the resource distribution of media industry. Meanwhile,this thesis elucidates the profit pattern of media's micro-unit and the market expanding methods of media industry. Mainly this thesis discourses the practice and its cause of "Attention resource lease". In the historical and vertical researches on the media industry,this thesis describes the long rudimentary history of china's media and regional prosperous state of china's media in 1940s. Using the theory of industrial economics,this thesis analyses the necessity - of china's media industrialization after industrialization's 30-year suspension. By the support of lots of data,the historical evolution of china's media industry from ideological media to industrial media is described in this thesis. The irreversible trend is also explained by using the economical theory. In the theoretical frame of china's media innovation,in the background of socialist market economy,this thesis mainly expounds the following fields. First,builds the ecological environment of china media's continuous development through the innovation in media law. Some original innovational viewpoints are put forward from Institution to governmental rules. Secondly,analyses the biggest problem in industrial innovation of china's media (i.e. the reform of property rights). Through synthesizing the teaching lessons and media's particularity,this thesis gives concrete proposals in the fields of setting up modern enterprise system and corporate -government structure. Thirdly,analyses the current market state and its cause in market expansion,marketing and charge mechanism. Many measures and proposals such as re-commodity,FSN path,industrial investment fund and item fund raising are also put forward. Fourthly,in the fields of industry structure and technology innovation,this thesis interprets the symptoms and historical cause of inner structure,regional structure and system structure of china's media. Analyses the relationship between the technology level and thedevelopment of media industry,expounds the future market significance of six varieties of technologies. Such original proposals and measures as public broadcasting system,broadcasting priority in country market are put forward.