A Study Of Orientation Of TV Media In Terms Of Micro-economy

With general application of market mechanism, rapid technological development and acceleration of economic globalization, the economic characteristic and commercialization tendency of TV media is becoming increasingly prominent. Orientation of TV media is the starting point and foundation of its economic behavior, largely determining the success of its operation. This thesis, which consists of four parts, aims to study TV media orientation in terms of micro—economy, analyze the feasibility and necessity of TV media orientation, and explore tactics of TV media orientation based on the unique economic features of TV media industry. The writer suggests governmental control and self-discipline be employed to solve the "external" problems of the media economy.The first part of the thesis focuses on the analysis of the economic attributes of TV media and the current situation of Chinese TV media economy. This part also introduces some basic and core microeconomic concepts and theories, thus demonstrates the feasibility of this research.After defining TV media orientation, the second part analyzes TV media orientation from the perspectives of microeconomics in terms of scarcity and efficiency, comparative advantage etc. The writer thinks TV media orientation is an operation procedure necessary and essential to TV media.The third part focuses on the analysis of orientation. Apart from illustrating the traditional orientation modes of TV, the writer proposes some tactics of TV media orientation based on the analysis of features of the lifecycles of TV media industry and TV media products. Then, the writer analyzes the risks of TV media orientation and holds that culture and brand are the eternal indicators of TV media orientation.The fourth part gives emphasis to the "external" issues of TV media orientation. The writer thinks that when striving for economic benefits,TV media should try to minimize "external uneconomicalness", improving its function of social services in which government control will play a key role. At the same time, media should also practice strict self-discipline.