報(bào)業(yè)經(jīng)濟(jì)及其市場發(fā)展研究——國際經(jīng)驗(yàn)與中國的對(duì)策.pdf

1、中文摘要中文摘要隨著市場經(jīng)濟(jì)的逐步深化，我國報(bào)業(yè)及其所屬傳媒業(yè)發(fā)揮了越來越重要的功能，同時(shí)也日益注重自身經(jīng)濟(jì)效益的提高。市場經(jīng)濟(jì)的建立和發(fā)展給中國報(bào)業(yè)經(jīng)濟(jì)帶來的最大變化，莫過于由過去的賣方市場轉(zhuǎn)變?yōu)楦黝愋侣劽浇榧ち腋偁幍馁I方市場。特別是加入世貿(mào)組織以后，這種買方市場的激烈競爭越來越趨向白熱化，國內(nèi)傳媒業(yè)加快了對(duì)內(nèi)資、外資開放的進(jìn)程，而外資雄厚的資本、成熟的市場營銷經(jīng)驗(yàn)、以及優(yōu)秀的管理人才對(duì)正處于成長期的我國傳媒業(yè)都構(gòu)成了很大沖擊。在這種

2、形勢(shì)下，過去短缺時(shí)代以傳播者本位為主導(dǎo)的傳播模式必須讓位于以受眾本位為主導(dǎo)的傳播模式。從經(jīng)濟(jì)學(xué)意義講，也就是讓市場發(fā)展從供給導(dǎo)向轉(zhuǎn)向需求導(dǎo)向，按照受眾需求來決定傳播的內(nèi)容和形式:這必然意味著我國報(bào)業(yè)市場競爭的理性化、現(xiàn)代化和多樣化，因而進(jìn)行深入的報(bào)業(yè)市場發(fā)展分析和在借鑒國際經(jīng)驗(yàn)的基礎(chǔ)上做出相應(yīng)的經(jīng)營對(duì)策研究也就勢(shì)在必行。本文主要研究內(nèi)容包括:深入了解我國報(bào)業(yè)市場環(huán)境和競爭行為的發(fā)展變化、以及報(bào)業(yè)獨(dú)特的經(jīng)濟(jì)特性客觀分析在激烈競爭格局與加入

3、wro環(huán)境下我國報(bào)業(yè)市場存在的問題與面對(duì)的挑戰(zhàn)，圍繞不斷變化的市場作出應(yīng)對(duì)策略通過對(duì)美國報(bào)業(yè)走出市場困境的有益嘗試與日本報(bào)業(yè)市場特有的報(bào)紙專賣發(fā)行制度的詳細(xì)剖析，得出對(duì)我國報(bào)業(yè)經(jīng)營的啟示及其借鑒以天津市報(bào)業(yè)市場競爭為例，對(duì)符合國內(nèi)市場需求和應(yīng)對(duì)國際競爭環(huán)境的中國報(bào)業(yè)發(fā)展作出趨勢(shì)性判斷、并提出合理的報(bào)業(yè)經(jīng)營策略選擇，以促進(jìn)中國報(bào)業(yè)市場的創(chuàng)新和全面發(fā)展。論文采用了深入調(diào)研、比較研究和實(shí)證研究的方法，在掌握大量事實(shí)資料和數(shù)據(jù)的基礎(chǔ)上，通過對(duì)國

4、內(nèi)外典型傳媒發(fā)展和個(gè)案的研究，使理論與事實(shí)分析更具參考性和可操作性，力求更典型更全面地分析引導(dǎo)我國報(bào)業(yè)經(jīng)濟(jì)走向良性競爭、構(gòu)造真正市場化經(jīng)營體系的對(duì)策。報(bào)業(yè)競爭是一個(gè)動(dòng)態(tài)的過程，是一個(gè)隨著社會(huì)歷史條件、隨著報(bào)業(yè)市場的發(fā)育、成長、深化而不斷展開的具體過程。作為新世紀(jì)信息產(chǎn)業(yè)中重要分支的報(bào)業(yè)經(jīng)濟(jì)，無論過去還是將來都是充滿誘惑的產(chǎn)業(yè)。當(dāng)前，唯有不斷汲取國內(nèi)外報(bào)業(yè)經(jīng)營的成功經(jīng)驗(yàn)，銳意進(jìn)取、日益革新，我國報(bào)業(yè)經(jīng)濟(jì)才能在未來的國際報(bào)業(yè)舞臺(tái)上發(fā)揮越來越

5、重要的作用。關(guān)鍵詞:報(bào)業(yè)經(jīng)濟(jì)市場發(fā)展國際經(jīng)驗(yàn)對(duì)策AbstractobtaintheenlightenmentforourcountrynewspaperindustrymanagementthroughthebeneficialattemptsgoingoutthemarketdificultpositionofAmericannewspaperindustryandtheuniquenewspaperspecializesinthes

6、ellingreleasesystemofJapanesenewspaperindustrymarket.LastlyifwetakethemarketcompetitionofTi咧innewspaperindustryforexamplethepurposeistomakethetrendjudgmenttonewspaperindustrydevelopmentwhichconformstothedomesticmarketdem

7、andandtheintemationalcompetitionenvironmentandtoputforwardtherationaljournalismmanagementtacticstochoose.ObviouslyitistopromoteinnovationandoveralldevelopmentofChinesejournalismmarket.Thethesishasadoptedthemethodsofdeepr

8、esearchcomparativestudyandpositiveresearch.Onthebasisofgraspingalargenumberofdataitmakestheanalysisoftheoryandfactsthathasconsultingnatureandefectiveness~morethroughthestudyoncasesofdomesticandinternationaltypicalmedia.S

9、oitsfinalpurposeistomakeeveryeforttoanalyzethecountermeasureswhichcanleadournewspaperindustrytomovetowardsthebenigncompetitionandconstructtherealmarketorientedmanagementsysteminacomprehensivewaymoretypicaly.Theconclusion

10、ofthethesisindicatesthatmarketcompetitionofournewspaperindustryisonewithsocialhistoricalconditiondynamiccourseoflaunchingconstantlywithdevelopmentgrowthdeepeningofourjournalismmarket.Asanimportantbranchofinformationindus

11、triesinthenewcenturyNewspapereconomywillbeallindustriesthatisfullofluringwhetherorfuturenomatterinthepast.Nowadaysonlybydrawingthesuccessfulexperienceofmanagementofdomesticandinternationaljournalismconstantlybentonmaking