A Study On The Evolution Of TV Media Industry Organization In China

With the improvement of people's living standard,the demand of spiritual and cultural products is increasing day by day.Media industry has promoted to be the pillar industry of-the national economy,and it has become a sunrise industry which grows rapidly.TV media is an important part of the media industry.As a traditional media,it is most credible and authoritative.In China,TV media has a history of more than half a century.At the beginning they existed as non-profit institutions.Until 1990s,they turned into double track mode with the industrialization reform.In the first decade of this century,TV media has entered a golden period of development.In recent years,driven by the digital and network technology,TV media ushered in the tide of media convergence,meanwhile,faced with unprecedented opportunities and challenges.The factors that influence the evolution of TV media industrial organization are worth thinking about.We should understand the characteristics and operation rules of TV media.In order to improve its market performance,TV media should adapt to the industrial environment and become bigger and stronger.The direct theoretical basis of this paper is the theory of evolutionary economics and industrial organization theory.The economics that injected evolutionary thought puts more emphasis on the dynamic evolution of the development process and trend of the economic power.Although the theory does not have mature analytical frameworks and theoretical models,it provides us with a new space-time view of economic analysis.We use SCP paradigm to investigate the evolution process of TV media industry organization and construct a theoretical analysis framework.On the basis of the characteristics of TV media industry organization,this paper explores the reasons for the evolution of TV media industry organization in two aspects:internal innovation power and external factors.The internal evolutionary dynamics is the innovation capability of TV media itself,which drives the interaction and mutual influence between market structure,market behavior and market performance.The three aspects formed the self-organization evolution mechanism of internal TV media industry.The innovation outside the system is reflected in the media convergence led by the technical progress of the whole society and the regulation changes which led by the regulation innovation.The two external factors also led to the evolution of the market structure,market behavior and market performance of TV media.The internal and external dynamic forces are intertwined to form two kinds of evolution mechanism called self-organization and heter-organization.After the study of the influential factors,direction of evolution and law of development of TV media industry,we re-examine the bottleneck of TV media on its recent development stage,including the single profit model,decreased attention and the uncertainty of its future development etc..Then we put forward the practical innovation strategy to improve the innovation mechanism from the perspective of self-organization evolution.On the level of heter-organization evolution,multi-screen technology,interactive web platforms and big data platforms are used to make up for the limitations of television as a traditional media.The influence of traditional media will be transferred to that of media convergence like new media through brand-building.From the aspect of regulation policy,we believe that regulation departments should give objective institutional guarantee and support to TV media industry.First,to transfer the function of government to promote institutional innovation and optimize the market structure of TV media.Then to guide the output of competitive products from the supply side.Last,to speed up the development of media convergence and realize the upgrade of media industry.Through the analysis above,the conclusions can be divided into two parts:empirical conclusions and normative conclusions.The empirical analysis is the evolution of the market structure,market behavior and market performance of TV media under the self-organization evolution mechanism and heter-organization evolution mechanism.It explains the formation and development of China's TV media industry.The normative research has two results.According to the opportunities and challenges brought by technological changes of media convergence,corresponding suggestions are given at the strategy level.According to the restriction and promotion of regulation to TV media industry,feasible suggestions are put forward for the regulation departments at the level of industrial policy,which are the results of normative research.