Study On Chinese Media Industry From Ecological Perspective

Nowadays, Chinese media industry is in the process of big social change and development. On one hand, the development of Chinese media industry is stepping in the large-scale stage; on the other hand, Chinese media industry is facing international competitive market after China acceded to WTO. It is the high time we studied Chinese media industry. The dissertation tried to study on Chinese media industry from ecological perspective. By introducing the concept of media ecological system, it analyzed internal mechanism of Chinese media industry and how the Chinese media industry interacted with its environment. It was well-known that the environment of media industry influenced the performance of media industry itself. The dissertation tried to analyze the influence of Chinese media industry's environment and how the media industry made good use of its resources by introducing the concept of ecological factor. Under the competitive marketing environment, media has to choose wise competitory strategy to survive. The dissertation, by studying different media's niche, pointed out that the wise competitory strategy should be based on varying orientation of media's niche, which is to carry out media market segmenting. Trying to optimize Chinese media industrial valuing chain as soon as possible is the emphasis of Chinese media industry's development. Since media industrial valuing chain beared resemblance to ecological chain, by using the theory of ecological chain for reference, the dissertation revealed the path of Chinese media industry's development. In the end, the dissertation claimed our media ecological system would have cooperative evolution, which performed as collectivization and convergence of media, as well as the ecological system.