| With the development of China's media industry, people attach more and more attention to importance of capital. Capital operation is widely used as an effective development way by the media group. At present stage. China's media industry has achieved some success when used in the practice of capital operation, how to operate the media capital, How to play the advantages of capital; how to improve the competitiveness of media group, is becoming an important method in the development of China's media industry.This article combine the trend in the global development of media industry and make clear that the capital operation in media industry is a definite trend in the development of China's media industry and then analyze the status and the issue in media industry. The dual special attribute of media industry has decided that the capital operation in it should seek for the balance between the social attribute and the economic attribute at the greatest extend, thus to arrive at the goal of media capital operation. Based on basic reason ,we proposed that capital operation in media industry should maximize open the media capital market, reform media ownership, expand media listed space, to built effective media listed canonical operation and incentive mechanism, to optimize the outer environment of capital operation, to better promote the development of capital operation in media industry.Meanwhile, we should seek overseas media groups'successful experience in capital operation, based on modern enterprise development theory; we define the capital operation in the integration, diversification strategy direction of media industry. we combine the development of the times, highlighted strategic significance development of the capital operation in new media for media industry in terms of funds, Local media monopoly, the traditional media and market brand. Through capital operation, a strong market economic development tool, to promote healthy and rapid development of China's media industry. |
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