The Research On The Management Of Chinese Broadcast In The Market

This article concerns mainly with the operating issues of the broadcasting in China, under the background of the market economy. Macroscopically, the development of market economy is the basis of the change in the media operation. Broadcasting has undergone zigzags and frustrations in the operation since its birth in China, until it generally adopted the market principles in 1979. The article has concluded several phases of the development of broadcasting and abstracted typical attributes of the different stages, and it has also pointed out some significant features of broadcasting economy and market. Microscopically, the article has proceeded with the important factors related to the broadcasting operation and specially analyzed the parallel organization structures of the present broadcasting media, the advertising operation models and the broadcasting station's means of making profit, and then points out thoroughly their fatal drawbacks. In the last part, the article comes up with some solutions according to the present situation of China's broadcasting market and makes predictions on its development tendency. Since broadcasting operation is a theoretical as well as an practical topic, the article has also conclusively analyzed the American mode of broadcasting station operation represented by the "clear channel communication", the first-rank city mode represented by "Beijing radio station" and the second-rank city model represented by "Foshan radio station". These excellent modes are all good examples for the stations in the exploring stage of the market.