An Exploration Of Capital Operation In China's Media Industry

As a management strategy, capital operation in modem media industry is the unavoidable result of the development of media market and is parallel to the constructing and maturing process of China's market economy system. From the perspective of media Economics, the research project carefully and systematically explores on the foundation of lots of first-hand research materials the history, the motives, finance channels and the profit-making capacity of the capital operation in China's media industry by employing the methods of theoretical deduction and case studies. The author believes that through capital operation, the media could use more money, integrate the available resources and enlarge the management scope to provide solider material foundation for the media to undertake the role of directing public opinion, which would accelerate the pace of the media's industrialization process. However, the author argues that the capital operation in China's media circle is now in its preliminary step. So it is necessary for the authority, the media and the capita] side to cooperatively direct and standardize Ihe interaction between the media and the capital with careful plans and steps. Thus, with the hope to put forward some practical methods for the capital operation in the media market and help the media develop healthily, this thesis gives some directional advice from policy-making perspective for the capital operation of China's media management.