Co-competition In China’s Mass Media

This article explored the situation on the mechanism of cooperation-competition, the history evolution and the evolution of space of our country’s mass media, according to the logical way of "Theoretical perspective", "historical context", "practical study" and "countermeasure investigate", then summarized the problems in the competition among China’s mass media, and proposed the strategy of regulatory reform and institutional innovation.The cooperation-competition is a form of high-level competition for the purpose is to win-win and for the appearance is to cooperation. View from the content point, including the media integration within the Group, the media cooperation in the chain links and the cooperation among the mass media and other organizations. Dynamically, the media’s cooperation-competition, in accordance with deep in the level of cooperation,co-operation from the inside out, followed by presentation of the media consolidation, the media interaction, the media coalition, the media mergers and acquisitions. Media M&A combined, external cooperation disappear, internal integration begin, to form the entire cycle of media cooperation-competition. As the development of digital technology, media integration gradually strengthen, causing media industry fusion and the border of it gradually fuzzy and drift. This is just the fundamental driving forces of cross-media cooperation. Media convergence in terms of enterprises’ cooperation-competition, the mechanism of it is to pursuit the technical standardization and product differentiation. Because of the technical standardization, it must form a technical cooperation and alliance, because of the product differentiation, but also to make the competition change in the fierce and gentle, in the media convergence competition-cooperation is intertwined with the repeat and alternation. Cooperation need to cross-border, on various cross-border co-existence of different behaviors, which in turn can use the appropriate theory to explain. Game theory used to explain the process of competition and cooperation within medias. Ecological used the concept of niche to interpret the resources of our media to competition and the starting point.Network theory then at a higher level, make the media cooperation behavior as a use and construction of all resources.Media Integration is the collaboration within the media group. In this context, the enhancement of the utilization of resources and information-sharing level is the key to the operation of the media group. The characteristics of the integration consist the integration of the editorial board for all media on the platform, the draft library type dispatch on the mechanism, the emergence of journalists for all media on the team in the near future. Media Interaction featuring the business cooperation on the outside of the media and the trans-regional, trans-medium and trans-level stride starts the process of competition-cooperation for the rapid development of media. Althrough the information environment is monotonous, media interaction develops for media’s complementarity and large-scale and the advantage of the steady market position. Media Interaction revitalize Media Group’s trans-domain development. In addition to business cooperation, media launch multi-faceted cooperation by leaps and bounds, but the stride whose starting point is the interaction renders the media coalition significant because of policy changes. In the essence,Media Alliance is the network-oriented way of survival carried out in order to obtain external resources, featuring trans-business, trans-media and trans-region. But there are still some problems for the operation and effectiveness in practice. Under the tide of deregulation, the capital cooperation of media has gradually penetrated deeply. As is a concentrated expression of the capital competition-cooperation of media, the media mergers and acquisitions require a large sum of financing. M & Anti-M is the most vivid portrayal for the fierce capital competition-cooperation of media. The development of China’s media has gradually entered a new stage of co-competition under the drive of policy and technology. Policy like deregulation has initiated the energy for development within the media and the technology especially media convergence has brought about the competition and cooperation of media. In such an environment, China’s press, radio and television industry, the Internet industry, must go through a process from antagonistic competition to non-adversarial competition, cooperation-competition. In this process, from internal cooperation to external cooperation, from the business cooperation to the capital cooperation, the breadth and depth of cooperation and competition has gradually strengthened. And on the whole, China’s mass media co-competition has developed from market behavior trends to the strategies for development, in addition to cost leadership strategy, differentiation strategy, objective gathering strategies, mass media cooperation strategy based on profound reality and inevitable development trend is the media corporate’s strategy for survival in the Network Era.From seeing the development of space,the mass media is afected by the media’s density of some space, because of limitation of administrative division,which is that the district is obvious,and the situation of cooperative competition is related to the limited ecological recources.Looking from a macro-perspertive,the municipai media tends to be consolidation and cooperation,while the provincial media at the same city is more competitive,and the international media is incline to cooperate,anf the cooperate is becoming a trend between the media which is under the regional econnmic.The mass media shows an uneven diatribution in space,its distribution is positively relevant with China’s economic,so they appears together,however the growth of media industry is isolated,and its intensified effect is obvious,not the spread effect.On the other hand,along with the development of China’s regional economic,the spread effect of media’s growth should drive the together development of the media industry.Under the impetus of the regional economy,the cooperation and liaison between the media is strength,and the district media tends to be regional media,which devides the work,but also cooperate,even more,the formation media of regoinal media group is also likely to be thedirection in the future.In the course of co-competition of mass media, hitchhike and the tragedy are the forms of expression of opportunism of media cooperation commonly. The conspiracy behavior of the media is often a emergence mechanism of the price war. The choice mistake of the cooperation target of the media, the omission from mechanism and supervision of cooperation. The range of media cooperation is too big, demonstrate the drawback of development in pluralism. Deceive and take care of the policy risk while cooperating with the capital, cause the cooperative lost game. The media combines on benefit, the internal cooperative intensity is not higher, and so on. All these are technical matters appearing in motive, target and risk in the co-competition of media, but the most important problem is the strict rules and regulations of government of the co-competition and relevant departments. Displayed in department interests, trade interests, local interests hinder media cooperative benign expansion of competition. So, the focus of government’s rules and regulations lie in breaking through the battle of the local interest. The difference of media rules and regulations with western government, our country structure of media under the most situations not because excessive competition, working by the market causes, but the market of media develops generally imperfectly, relaxed rules and regulations aim at cultivate market, mold real market subject, is the continuity of media industrialization and market-based. Fundamentally, the rules and regulations are carried on under the frame of the media system, therefore, benign development of the media the co-competition must depend on the innovation of system of our country media on macroscopic. There is obvious system reliance in the development of the media of our country, under the reference of the media system of other country, the public welfare manages two separates as well as the peeling transfers the system, the necessary clearly established ownership of media, public service separate from manage as well as the peeling transfer of system, could make the real cooperative competition subject, coordinate stick interests in breaking through the administrative barrier, in system of investment and financing, it is open to strengthen, could create the good situation of cooperative competition of mass media in our country.