Choice Of Development Path Of China's Media Industry

As one of the fast development industry in the world in recent years, media industry is recognized as the significant rising industry of the new century. However in China, its industry property has been ignored for a long time due to the ideology character. With the development of market economy in our country and the world competition pressure after China became a member of WTO, the industrialization of media is being advanced to the schedule. Based on this background, the paper uses the theory of industry economics to discuss and analyze the question of the route selection of the development of Chinese media industry and tries to propose a creative scheme. The paper describes the definition, property and character of media industry, with the help of analysis tools of industry economics. The analysis emphasizes the media industry's characteristics of both product and market. This is because of the hybrid of culture industry and information industry. This characteristic decides its industry position as an attention economy, and also shows that media influence is taken as the key competition of the media industry. All these characteristics lead to the trend with the features of grouping and specialization in nowadays. Then the paper analyzes the inner circulating circumstance of Chinese media industry, pointing out that government regulation is the biggest difference of China and other countries. On the base of analysis of industry organize with the tool of SCP, the paper concludes that low market centralization, small scale, behindhand system and lack of industry chains have been the main obstacles of the development of media industry in China. Therefore, the paper proposes the central proposition that grouping and specialization are the main choices for nowadays Chinese media industry. The author thinks that media grouping can efficiently reduce the exchange cost among business units, get the benefits from the large scale, and perfect the media chains. At the same time, media specialization is the important way to strengthen the influence force of media. Grouping is the organize form of media industry, and specialization is the basic requirement of media content. The paper especially indicates that Chinese media has...