The Economic Analysis Of Operation Of Newspaper Group In China

Since the establishment of first domestic newspaper group, it has been 11years. During this period mainland has established 40 newspaper groups one after another. In these years, the reformation in newspaper industry has got important achievement. But due to the special property of the industry, there are some problems in the actual movement process. The core of "the commercialism of institution", the author believes, is the property right system reform. So this paper analyzes problems appeared in the commercialism process from the angle of property right economic, combining with "Dazhong newspaper group".The elaboration to questions mainly concentrates three aspects: 1. stemming from the public opinion security consideration, the government makes some limiting policies for entering the newspaper industry. This inevitably will cause the unitary of property right structure and the lack of property right main body, which make the formation of effective property right restraint mechanism difficult. The seal of property right structure causes bad fluidity and openness and difficulty in forming the property right mobile mechanism; 2. dual status of groups' managers brings to contradiction, namely the contradiction between institution cadre status and enterprise operator status. This kind of contradiction causes the imperfect of principal- agent. The agent intends to appear moral hazard, while the principal reversion choice; 3.the internal property right questions between the group company namely the parent company and the subordinate subsidiary company. The linkage between them is the property right. If parent company controls too restrict, subsidiary company may lose vitality, while too loosely may appear the internal person control, on which the paper emphasizes on. This is caused by the attenuation of property right relations and always leads to massively drain on state assets. After the feasible explanation and the property right aspect analysis about he above questions, I put forward a little bit own suggestions: 1.to open up financing channel positively under the national laws and regulations, for instance to encourage the non-principal work management subsidiary company to absorb social capital, to develop the cross local management in order to strengthen the capital flow between different areas and to develop culture industry in the way of internet cooperation and so on. I also think we should comply with the international tendency, that is, support large multimedia group when condition is maturity ;2.to optimize group's interior property right structure and establish good incentive- restraint mechanism in order to maximize the encourage compatibility; 3.to straighten out the management relations between parent company and subsidiary company, establish good government structure and standard the property right represents system, combining with Dazhong's two types of control paths.A great deal of research about the newspaper group has been made both at home and abroad. But their research angles are actually different. Some study from the news dissemination, such as publication combination competition and the talented person's development etc; some explain newspaper group's movement mechanism from the industrial economics and the management study angle. Also some scholars have carried on the property right analysis to some question raised in newspaper industry reform process. But papers which analyze problems exist in the newspaper group systematically from property right angle are rare. This paper tries to have theoretically a function which throws brick to lead jade, and simultaneously hope to instruct practices with the instance of "Dazhong newspaper group".