The Economic Analysis Of Media Convergence

At present, the media industry is in its tumultuous times,in which Media Convergence actsas the leading character. Taking the digital age as research background, and Industrial Economicsas research perspective,this paper is about to reconceive of this media phenomenon incombination with various research methods,and tries to solve the following key problems aboutthe research on Media Convergence: What is the essence of Media Convergence? Whatconditional factors and process elements will be needed in the occurrence of convergencebehaviors? What are the agent, path and effect on different levels of Media Convergence? WhereMedia Convergence will be to go in the future, and what is the scene of media industry in thetimes of post- Media Convergence? Taking into account the particularity of Chinese mediaindustry, this paper is committed to explore the general rules and principles of MediaConvergence by combining with rigorous verification and bold hypothesis,and meanwhile, itwill draw the outline of the prospective scene of the future media industry."Introduction"involves the background and significance of this thesis, literature review,and the establishment of logical structure and research methods.ChapterⅠ:"Academic Interpretation and Economic Definition of MediaConvergence".This section briefly methodizes and differentiates the concept of " Media Convergence " athome and abroad,and on that basis, it puts forward the economic definition of " MediaConvergence " in combination with Industry Economics, and then it clears the research objectfrom the economic perspective.ChapterⅡ:"Discrimination on the Historical Phenomena and Behaviors in Media ConvergencConvergence".According to the interactive degree, this section divides the interactive relationshipsbetween different medium into three levels---cooperation, integration and convergence, whichclearly illustrates the differences between Media Convergence and other interactive behaviors,and limits the research category of Media Convergence. Convergence is never a purpose, but ameans. By investigating the typical cases, it points out the misunderstandings and spots in theprocess of Media Convergence, which can provide references for the convergence behaviors onmedia market.ChapterⅢ:"Conditions, Process, and Essence of Media Convergence".The occurrence of Media Convergence needs to have some corresponding conditions:"Technical Progress" assumes the popularization and application of the digital technology and thenetwork-communication technology, "Deregulation" provides the safeguard for MediaConvergence through institutional arrangement, and "Market Access" creates a good externalenvironment for Media Convergence. In addition, the realization of Media Convergence can ontbe accomplished at one stroke,but needs to experience a process of technical boundarydisappearing, business boundary intersecting and market boundary blurring. And in this process,Media Convergence is able to contribute the optimized allocation of media resources and achievethe maximization of industry benefit. That is also the essence of Media Convergence.ChapterⅣ:"Agent, Path and Effect of Media Convergence on Firm Level".The microscopic power of Media Convergence comes from external pressure of competitionand inner pursuit of economies of scale and scope. Based on the degree of "Competition andcooperation" relationship between new media and traditional media, the path of MediaConvergence on firm level may include three choices—alternative convergence, complementaryconvergence and combined convergence. By increasing or changing the value -creation link inthe industrial chain of enterprise, Media Convergence is able to bring four aspects of positiveimpact to the convergence enterprises---improving the innovative function, establishing thecompetitive advantage, promoting the continuous growth, and realizing the value enhancement.ChapterⅤ:"Agent, Path and Effect of Media Convergence on Market Level".The agent on this level reflects in the following two respects: One is that the original marketstructure is required to be improved because of the new-media's joining; Second is that the markettransaction costs are supposed to be reduced through some changes with the complexity anduncertainty of market environment increasing. The relationship between supply and demand isthe core problem of media market,therefore, there could be three convergence paths on marketlevel---supply-side convergence, demand-side convergence and two-way convergence (" theintegration of supply and demand "). It is based on the adjustment of the relationship between supply and demand , that Media Convergence not only saves the market transaction costs, andincreases producer and consumer surplus,but also has a significant effect on promoting themarket efficiency and perfecting the market structure.ChapteChapterⅥ:"Agent, Path and Effect of Media Convergence on Industry Level".Firstly, this section expounds the agent of Media Convergence on this level from threeaspects, which includes industry relevance, industrial attraction and the maximization ofindustrial benefit. Secondly,in line with the strategic thoughts of non-equilibrium developmentand dynamic comparative advantage, it establishes three convergence paths---leading industryguiding Media Convergence, emerging industry remolding traditional industry, efficient industryeliminating low-energy industry. Finally, it investigates the effect of Media Convergence on thislevel from three dimensions,which are industry operation, industrial distribution and industrialstructure.ChapterⅦ:"Cloud media---the Scene of Media Industry in Post-Media ConvergenceEra".Based on the staged achievements in Media Convergence, and a series of important,uncertain and reasonable conditions which may affect the industrial development, this sectionmakes a theoretical assumption about the prospective scene of media industry in the future, andthen demonstrates the possibility and feasibility of the existence of "Cloud-Media" from threeaspects, such as physical technology form, industry operating status and industrial effect."Conclusion"presents a summary of the given discussion in the previous chapters, and setsthe next step for the research plan and goal.