Construction Of International Competitiveness On China's Media Industry Under WTO

Media, as a window for a country or region to express its axiology and ideology, the potential of gaining profit became reality, and becoming more and more industrialized. Competition internationalized, development convergent, and operation vertical-crossed become the uptrend of worldwide media development.It has been a consensus that media industry is a new source of economic growth and a pillar industry in a country's economy. The theories of media industry development always inhabit in researchers' studies. Chapter 1 outlines the development track of media theories; and Chapter 2 hackles the related conceptions and theories, then depicts the situation of media economy and the position of China's media industry in the world domain.In Chapter 3, a method integrated by economics, management and communication has been used to set up a index to evaluate the competitiveness of China's media industry. In this system, Diamond Model and SWOT analysis have been used for reference, and we can conclude that: media system lagging back, market system insanity are the main Macro Weakness of Competitiveness of China's Media; resource advantage and industry chain support, production factors imperfection and industry construction draggling are the Meso SWOT of Competitiveness; the organization reformation of media enterprises, lack of core competitiveness, expiration of protection, and low market share make up the Macro SWOT of China's Media Competitiveness.In Chapter 4, firstly outlines the frame of rule made by WTO for reference of media-related field. Then the route and strategy are constructed according to the above competitiveness analysis, to support the research with theory and at the mean time give some instruction and guide to media operation: consummate legal system, fasten the steps of gearing to international standards; accelerated system reformation to form Macro Competitiveness; consummate the market support system, open up externally to reach the global media market, take advantage of resource, foster elements of industry, upgrade the transit abilities of resource and technology to form Meso Competitiveness; for media enterprises, foster brands known worldwidly, develop convergence-operation, seek cooperation with foreign media, participate in international competition are all essential to advance China's media competitiveness.