The Empirical Research Of Influence On China's Media Industry Development Caused By Macro Industial Srtucture

Currently industrial structure in China is in the process of upgrading,and the media industry is in a boom period in the meantime.Media industry promotes the industrial structure towards technology and services,while changes in the industrial structure also affect the quality and direction of media industry development.Therefor,the study on significant effects under the background of changing industrial structure on the development of the media industry is of great significance.This article attempts to summarize the five features of the industrial structure changes in China-rationalization,high efficiency,high gradation,sustainability and opening,and then explore their influences on the development scale,economic benefit,audience consumption ability and advertising of different media group.Finally,based on the empirical analysis of 2006-2015 data,this study attempts to put forward feasible proposals for the media industry to adapt to the new era.The conclusions are as following:the rationalization of the industrial structure benefits on the media industry's scale,economic benefits and advertising,but no impact on the consumption of media audience.High efficiency of micro industrial structure promotes media development scale,economic benefits,media and audience consumption ability,but has no effect on the development of media advertising.High gradation of industrial structure slows down the economic benefit,audience consumption ability and advertising in the newspaper industry,but has positive effect on new media development.Sustainability of industrial structure promotes their development scale and economic benefit,but no effect on audience consumption ability and advertising.Opening Industrial structure helps with media development,but has negative impact on the newspaper industry.Under the macro industrial structure changing,China's media industry shows fuzzy boundaries of media,media profitable interactive,dynamic trends in the structure of the market.Therefore,the development strategy for China's media industry are as following:newspaper industry relies on technology for digital production,broadcasting and television industry takes advantage of capital "reverse osmosis" into other industries,and new media industry in conjunct with relevant industry to broaden industry value chain.