The Institutional Constraint And Innovation Of Media News Group Management

Media economy has been continuously prosperous in China. With the culture institutional reform unceasingly thorough, Institutional Constraints and Institutional Innovation of the Media Group are in the deep water of practice and the break point of exploration in China's media industry, also the research hotspot both in Journalist and Communication and economics. This paper aims to apply the theoretical framework of New Institutional Economics to study the Institutional Constraints and Institutional Innovation of the Newspaper Group, and interpret as well as explain the reason based on the expanding medium operation project in H Newspaper Group. Generally the Newspaper Group breaks or bypasses the Institutional Constraints through Induced Institutional Change practice in recent years.Under the development process of the Chinese Newspaper media, this paper tries to dig the original archival materials, and reviews the management activities process of H Newspaper Group to explain the beginning foundation of implementation of Institutional Innovation in its media expansion business latterly, including the formation of asset management activities, early management system and financial system, the main business with a variety of management before the establishment of Group, "enterprise management" practice, the group's formation and the diversification and Property rights Structure after the formation of Group.The paper then discusses the formal and informal Institutional Constraints in H Newspaper Group when it expands business projects. The former includes news publishing laws, development planning of national industry, the system of state-owned assets management and the change of property rights. The latter includes the political discipline of news and information management departments, news propaganda discipline, public opinion management and the mechanism and convention in the financial, personnel, news reports and other aspects of the Group formed in long-term operation.This paper analyzes the planning principles and Institutional Innovative concept on which it expands the media management projects in H Newspaper Group. It proposes the three types and eight patterns media business management projects. The three types are state-owned assets management class, state-owned assets - private capital co-operation class and state-owned assets - foreign cooperative classes. The eight patterns are the sole assets mode under state-owned business, the mode of Group's brands with the state capital over region, the mode of to the Group's lease Issues from the administrative units,the mode of the entrusted operation by the government, the mode of the joint-stock groups, the mode of the triangle property rights, and the mode of the cooperation between state-owned assets and the private assets, the mode of the cooperation between state-owned assets and the foreign assets.Through a large number of hard-depth investigations and studies, the writer obtains valuable, little-known and first-hand material, and systematically examines the eight expansion projects in media business of H Newspaper Group:Special Attention project, Love You magazine project,Family Health magazine program, Jing-Chu Network Web site project, Changjiang Chongwen International Cultural exchange Co., Ltd. projects, special bookstore projects in Hubei, Tencent·Great Chu network project and the Love Basketball Journal of projects; they are the eight cases corresponding to the eight typical pattern respectively.The paper discusses the implementation process and implementation of Institutional Innovation. It says,from a vertical perspective, they have essentially a linear relationship followed one by one in gradually development. From the lateral view, the after model care of the before model and learn from each other. The later draws upon a model or a combination of models from the several before former with previous experience of modes of institutional innovation to do the implementation of the induced of institutional change. Each model has certain demonstration value.In discussing the results of the study, the author especially conducted an in-depth analysis of institutional innovation for Tencent·Great Chu network which provides an access for private assets into the media industry and the institutional innovations of the property rights cooperation between the state-owned assets and the private assets. In the sense of the importance of the breakthrough in the corporation between the state-owned assets and the foreign assets, the paper specifically describes the Love Basketball background -- the situation of China's and foreign's cooperation in newspapers and magazines publishing field, it analyzes the basic idea of property rights issues in the implementation of the Love Basketball, the innovative measures for foreign cooperation and the risk control in the implemented innovation of foreign cooperation projects. The paper carries the theoretical considerations based on the practice of foreign cooperation project in H Newspaper Group. It proposes the ownership, use, usufruct of the cooperation projects, the right to dispose, the institutional construction and evaluation mechanisms of foreign cooperation projects. It continues to give proposes and measures of the principle for the expand foreign cooperation projects.