Study Of The Event Of Zhang Wuben From The Perspective Of Media Economics

All media products are the unity of information and material carrier, copyrights gift themeconomic attributes, so in the modern media time when the replicaiton is becoming moreconvenient and cheaper, the copyright is particularly important. For the same kind of mediaproducts, the feature which can distinguish them is that the different information they arecarrying, which means that information is the essence of media products. Information can notprovide the competition versatility and exclusiveness which commercialization needs,however, copyrights just can fix this defect. The technology in material carriers often take thisway, for example, if the health knowledge of Zhang Wuben only exist in the network, theeconomical factors in it would be hard to realize, but after published, it’s another scenery.Attention and influence are two kinds of scarce resources in media market. After themedia products realize the mechanization and enter into the market, the media organizationwill adopt kinds of methods such as making superstar effect, looking for the road ofcharacteristics, and increasing the contact, to gather public’s attention, meanwhile buildbrand to raise their influences, to promote the formation of scale economy or scope economy.That is to gradually complete the economic benefits which the book of "Eat back the diseasedue to eat" brings and the derivative industry chain of Zhang Wuben, which is the two mainmodels to gain economic reward for media organization. The audience choice for the mediaproducts in the market is influenced by the quality and price and most people think that highquality and low price is a fine state. When the effectiveness people get from it is more thanwhat they pays, they will intend to buy in such situation which there is no budget limit. Sothe media organizations need to strengthen value chain construction of the products, strive toincrease the additional resources of the products to capacity in the production, spreading and purchasing steps, promote value and try to meet the demands of the audience. The successof Zhang Wuben lies in the great attention on the three steps.When large number of audience are greatly impressed by several kinds of products andthere is also the impediment external market,the market failure occurs. At this time, the publicwill often seed for the government’s intervention to solve such problem, such as to establish amarket mechanisms of entering, enlarge the professional investigation dynamics and so on.Specific to the event of Zhang Wuben, what need to do is to try to forward lead theexamination work and be strict with the topic selection procedure that are to forward lead thesafe guard, perfect the industrial self-discipline properly and combine prevention and control.However, the regulation can not always produce excellent effects, some problems still exist.This is so-called government failure."Capture theory" can have a sufficient and reasonableexplanation for the event. Strengthening the industrial self-discipline and improving the medialiteracy outside the media economic subject can effectively prevent the government failure.