The Research On Diversification Strategy Of State-controlled Media Enterprises In The Theory Of Social Capital

When we research the media economy, the most popular theories are "The attention economy" and "The influence of the economy", and the traditional media’s diversification strategy is very simple, just depending on advertisement which based on "two sales theory". We proved very little operating detail instead of macroeconomic fundamentals. However the internet era is coming, the traditional media have got big troubles all over the world. China’s traditional media have been listed in recent years, hit out in many directions with the economic power of capital, so whether are there contain a inherent logic? How do they avoid weaknesses in the process of transition? Can they build some new profit model in the field? All of them need an answer.This paper picked7typical state-owned media Corporation as my samples, researched them basing on "Social capital theory", the papaer found that all of them implement diversification strategy, in addition to play the role of economic capital, they need to Continue to play theoriginal accumulation of the influence of resources, and make full use of its advantage of social capital. They need to both seek innovation and breakthrough in the advertising business, innovation and seek other profit model. A combination of a variety of forms in the profit model based on the integration of media would be constructed at last. The innovation of this paper is to break the original research on newspaper, TV, magazines and other forms of traditional media, but they will be analyzed as part of them. I tried to find out the their common advantages and disadvantages, and expected to be able to help China’s media industry, to make some contribution to the theory of media industry.This paper based on the theory of social capital, and spread to other economics theory, adopted the method of case analysis, literature review method, comparative induction method, explored the specific form and the path of the media profit model, and analysis of the media in the development of "Rent-seeking" problem.