Economic Exploration In The Historic Process Of Chinese Media Marketing

From economic exploration on the primitive of media and the market economics,this paper uses the economic principle to conduct analysis on the two attributes of the media and media products which are used as the basis and system of community production and exchange.Chinese media not only has the characteristics of quasi-public goods, but also has general merchandise feature; what's more,it only has the characteristics of social justice, but also belong to the products in the market.But Chinese present media market structure performances are:it is not developed in a high degree and balanced in the industrial concentration;media products have slight differences; the entry and exit barriers are quite high;the overall is in an unstable condition. The media structure of different attribute and different nature developed very unbalanced, and the development of the space structure is unbalanced,either.This paper retrospects the history and motives happened and happening in Chinese media marketing. Ancient Court officials newspaper is the product of feudal autocratic system, the product was restricted within the framework in a position to benefit the Autocratic rule. Although civil newspaper have a strong sense of commercial newspapers, most of the contents are relying on long-term affairs benefit to the court; foreign newspapers with the appearance of a commercial media, had opened the door to Chinese modern media, and set a good example to Chinese economic newspaper industry, the national bourgeoisie newspapers, proletarian media industry ;the early days of new China, corporational media was brought forward and carried to execution, after reform and opening up, Chinese media market gets its way into the direction of marketing, industrialization, and grouplization. To promote the process of Chinese media market factors, there are macroeconomic factors and microeconomic reasons, including the level of economic development, media regulation, the advancement in technology, population environment and the interests benefit of the media itself.This paper also made an economics exploration on the problems of grouplization and capital operation in the development of media marketing.