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18320076()TongjiUniversityJournalSocialScienceSectionVol.18No.3Jun.2007,(,200092):,,,,,,,,,,,:;;;:G114:A:1009-3060(2007)03-0080-07,,:,,,,,,,,:,,,,,,,,,,,,,,,,,,,:2007-03-28:(1967-),,,,[]::(4),,:,20009,23:,2006914:1.,,:,,,,,,,,3:culturecul2tura,,silk2culture,physical2culture,,,19(E.B.Taylor),:,,,2050,160,A.,5:;,;,;,;,,,,,,,,,,,,(S.Tomson):,,,,,(L.A.Samovar):,,,,,,,,:,,,,,,,,,2.,:,18[]::(10),,,2000,355[]:,,,1988,26[]::,,,2001,2029:,,:,2003,11-20()18,,2030,,2090,,,,,J.(JustinOConnor):,,C(AndyC.Pratt):()(CIPS),,(ClaudeMartin,2004)20045(6thWorldMediaEco2nomicsConference),(CulturalIndustriesEconomics),,(Culturallaborattheroot),,()(Mainlysymbolicgoodsorservices),(Mainlysymbolic),,,,,,,,,,,,,3.,,,,,:,;,;:28[]J.:,http//::,http//:CulturalIndustriesEconomics,6thWorldMediaEconomicsConference.3:(Martin,2004),,,,,:,,,,,,P.G.Zurkowki:,(AILA):,:,,,,,,,:,,,,,,:,,:,,;,,,8,,,,,,,,,,,20017,,38C::,http//:CulturalIndustriesEconomics,6thWorldMediaEconomicsConference.:,:,2000,278278,,2000424()18,,,95%,,,,,,;,,,,,,,,,,,,,,:TMTICTTMTTechnology()Media()Telecommunications(),ICTInformation()Communica2tions()Technology(),IT,,,2001724::,:,20046,171ClaudeMartin:CulturalIndustriesEconomics,6thWorldMediaEconomicsConference.,,,,,1.,,,:,,,,,,1:1C(creationprocess),P(productionprocess),A(advertisingprocess),G(,)(collective(public,govern2ment)diffusion),D(com2mercialdistributionprocess),(in2vestment),C(commodity),I(otherinputs),3(3)(earningattheend483:(betterif3)),W(work),MCW(mainlycreativework),SCW(secondarilycreativework),NCW()(ordinary(noncreative)work):,,I;,,,,I,,,II;,,,(),,,,,,,,,,2.:,,(2000):,,,,,;,,,,,,,,,,,,,(2001),,,,1979100,1989,3233,31,231,1,,,,,,,,,,,,,,,;,,,,,,,58:,:,2000,5:,:,2000,282:,()18:,,,,,,,;,,,,,,,,;,;,;,;,,,,,,,,,,,,,,3.,:,;,;,,,,,,,,,,,,,,(CNN)(TedTurner)20900,,,,,,,30[1]ClaudeMartin:CulturalIndustriesEconomics,6thWorldMediaEconomicsConference.[2][].:()[M]..:,2000.[3][].:(10)[M]..:,2000.[4][].[M]..:,1988.[5][].:[M]..:,2001.[6].[M].:,2000.[7].:[M].:,2004.(105)68[]::,,:,1996,97-1033:TheAdministrativeOrganInstallationofIntellectualPropertyinSeveralCountriesandtheEnlightentoChinaSHANXiao2guang,WANGZhen2yu(1.SchoolofIntellectualProperty,2.SchoolofEconomicsandManagement,TongjiUniversity,Shanghai200092,China)Abstract:TherearemanydisadvantageswhicharenotgoodforblazingnewtrailsofChineseadministrationandareunfavourabletostrengtheningIPRprotectionofChina.Accordingtotheadvancedexperienceofothercountriesandthebasicprinciplesofsettingupadministrativeorgans,itisnecessarytoreformChineseadministrativeorganizationsofintellectualproperty.OurcountryshallsetupNationalIntellectualPropertyBureau,whichaffiliatesindustrypropertyrightadministrationandcopyrightadministration,consolidatingvariousintellectualpropertyworksinordertoguaranteethedevelopmentofintellectualpropertyundertakings.Keywords:intellectualproperty;administration;administrativeorgans(:)(86)ThePeculiarityofMediaManagement:BytheViewofIndustrialCharacteristicsWUWei2min,CHENDe2mian(InstituteofInvestment,TongjiUniversity,Shanghai200092,China)Abstract:Comparedtogeneralproducts,Mediaproducthasitsspecialcharacteristics,mainlyexpressedasitsmixedcharacteristicsofsubstanceandeconomy,whichleadtothecomplexcharacteristicsofmediaindustry.Bysystematicanalysis,thispaperfirstlypointsoutthatmediaindustryistheleadingfactorintheculturalindustry;meanwhilemediaindustryistheveryimportantcomponentpartofinformationindustry.Secondly,thispaperanalysesthecharacteristicsofmediamanagement,puttingforwardthreesuggestionsformediamanagement:muchattentionshouldbepaidtocreationandpersonality;theparticulardemandofinformationindustryshouldbefullythoughtover;andwiththeemergingofnewtechnology,mediaindustryisalsoundergoingagreatturning.Keywords:mediaproduct;industrialcharacteristics;mediamanagement;peculiarity(:)501