Research On Development Of China’s Media Industry-Under The Tendency Of Industrial Convergence

China has carried out the industrialization and reform in media system at the same time. Media industry, as a special and latter area of China’s reform, has been undertaking the mission of risk and cost apportionment. Industrial convergence, as a great revolution in industrial economics, firstly took place in media and telecommunication industry. To apply the theories of industrial economics to China’s media industry research, to probe the status, problems and future of China’s media industry under the trend of convergence, is the main aim of this paper. To questing for the way of China’s media industry convergence, this thesis sketches out the evolving law of media industrial, analyses the status of China’s media industry and process of convergence in foreign countries, unscramble the influence of information technology.Convergence is taking place in three aspects of media industry simultaneously. There are media convergence, convergence inside media industry, and industrial convergence. In the process of informatization, with the innovation and diffusion of information technology, a lot of changes have occurred, i.e. emergence of new media, changes in traditional media, and integration of different types of media. At the same time, the cost-benefit and market structure of media industry are also transforming. Furthermore, the fixed dividing industries such as telecommunication, broadcast & television began to diminish. All of these make us aware that in the information economy era industrial convergence has become the inexorable trend of industrial development, and convergence of media industry is inevitable.Many developed countries, such as the United States, Britain, and Japan are adopting deregulation policy and adjusting their measures to promote market competition and economic development. In these countries, with wide scale mergers and acquisitions, a large number of super media groups have emerged. It is a process for resources to be cross reallocated, which may occur an all-around reformation of national industrial structure.China’s media convergence occurs in the special historical period, in which overall socio-economic transformation is taking place, transferring media institutions into enterprises. Still now, comparing with other industries, China’s media industry is very small and weak, and hasn’t been fully developed. However, a good deal of resistance, caused by the framework of China’s media institution, is much more significant than ever before. China’s media industry is facing the crisis of survival.Nowadays, government, the media industry and the telecommunications industry are playing important roles in the industrial convergence. The relative equilibrium between government departments, the media industry and other industries has been broken by the development of information technology industry and trends of integration, causing a new round of game for interest re-distribution. Game between the government and the media is dominated by the former. Game between government departments is focus on the competence. Game between industries is evolving alliances. Game solution set determines the path of China’s media industry and other industries integration.To design the path for China’s media industry in the new economic trend, we should take its particularity into full consideration. Our goal is not only to expand the industry scale and enhance the competitiveness, but also to ensure economic and social benefits. That is why China’s media convergence will carry out under the background of the reform of the system for managing cultural undertakings, forming the alliances between different industries as the intermediate step, reconstructing industry chain gradually, to create sustainable competitive advantage in the new environment.It is noteworthy that, in the country’s industrial structure, media industry, as the infant industry, is in the growth stage. And it is an important part of information industry and culture industry as well, which are both the strategy industry of our country. Therefore, the significance of media industry development is far beyond the growth of single industry, which relates to the country’s economic and cultural security. It means that, China’s media industry has to quickly adapt to the law of information age, and improve efficiency and capacity of information production, so as to achieve to achieve the objectives and functions. Furthermore, the requirement of adjustment and innovation of the regulation framework is necessary and urgent.