Contemporary Chinese Media Market Failure And Performance Evaluation

There is intrinsically logical relationship among media particularity, media market andmedia performance evaluation. Due to the media particularity and the defect of market itself,the media market failure has been becoming one of the most important issues discussed bythe media industry, and the inevitable fundamental obstacle problem to the media industry toget profound and lasting development. The focus of this research is based on the particularityof the media which result in the media market failures, such as the media’s triple attributes,ideology and creativity, meanwhile, put forward the corresponding solutions. Another focus ison the difficulty of media performance evaluation caused by the media market failures.Media performance evaluation includes the evaluation of guidance, influence, communicationpower, competitiveness and potential. Media assessment depends on the reflection of themedia market, but the failure of the media market can not accurately relfect the demand andvalue of the media，so as to cause the failure of the performance evaluation. In this paper，anew comprehensive media evaluation method is brought up on the basis of existing researchresults.