中国报业集团市场化发展模式研究

华中科技大学博士学位论文中国报业集团市场化发展模式研究姓名：张海明申请学位级别：博士专业：管理科学与工程指导教师：黎志成20050423I19921996IIIIIAbstractThereisagreatgapbetweenNewspaperGroupsinChinaandthoseindevelopedcountries.TheconceptofNewspaperGroupwaspresentedin1992andthefirstNewspaperGroupwassetupin1996inChina.Fromthenon,wehavemadeconsiderableachievementsinthestudyofNewspaperGroups.Whereasalotofproblemsstillexistonthewaytosuccess,especiallyfortheresearchonthepatternsofNewspaperGroups.Therefore,itwouldbeverymeaningfultoinvestigatebothintheoreticalandpracticalareas.Inthisdissertation,themethodologyofdialecticalmaterialismandhistoricalmaterialismhasbeenapplied,withthecombinationsofempiricalandlogicalanalysis,macroandmicroanalysis.BasedonthetheoriesofManagementScienceandotherrelativesciences,thisdissertationaimsatdoingaresearchonthepatternsofoperationstrategy,managementsystem,marketingandfinancialmanagementofNewspaperGroups.Thisdissertationhighlightsthefollowingideas:Firstofall,onthebasisofinvestigationintotheNewspaperGroups,especiallyintheirinternationalcircumstance,developmentprocess,presentsituationandthefuture,thenewpatternsofoperationstrategyandmanagementsystemtoNewspaperGrouphavebeenputforward.Atpresent,therearealotofstudiesofNewspaperGroups’generaldevelopmentstrategies.However,furtherstudyinthisareaisinsufficient.Inthisdissertation,newpatternsofoperationstrategyandmanagementsystemforNewspaperGroupshasbeenputforward,anditisalsosuggestedthatastrategycombinedwiththemediadevelopment,industrygrowthandhumanresourceisthemostimportantforthefurtherdevelopmentofNewspaperGroups.Besides,afinecorporategovernancestructurewiththedirectorateandsurveillancecommitteeshouldalsobeestablished.Accordingtothefunctionandcharacteristic,achief-editorcanbeemployedwhoisinchargeoftheeditpublishingcommitteewhichsupervisesthenewsbusinessandassignsthegeneralmanagerwhoadministersthemanagementcommitteethatdealswiththemanagementwork.IVThen,onthebasisofanalyzingthesecondarysalesandtheirrelationships,anewpatternofAdinvestmentissuggested.ItwillbethefinalresultfortheAdthatrunsgoodornot,anditbecomesaneffectivewaytoincreasethecirculation.So,manyforeignexpertshavediscusseddifferentcountermeasuresthatrefertotheimportance,restrictionandincreasingearningsofAdexceptthemodelsforAdinvestment.ThisdissertationpresentssomemodelsforAdinvestment:(1)Marginalutilitymodel.Withtheinvestmentgrowing,marginalutilitywillbeincreasingatapropervalueandthendecreasinggradually.(2)IREmodel.Inthecaseoftheplentifulmarket,thegainswillbeseveraltimesasitsinitialinvestment.(3)Forcemodel.Ifyouwanttogettheregionvaluesofmarketthatcanacquireplantofsales,youmustputstressonAd.(4)Concentrationmodel.Adinvestmentalwaysaffectsthemarketstructureandconcentration.Finally,onthebasisofconsideringthetheoryofNewspaperGroupofcapitaldistribution,itpresentsthewayofcapitaldistributionandevaluationcriterion.InChina,NewspaperGroupsarestate-ownedcorporationswhichareimpossibleforenteringthecapitalmarketasawholebecauseofgovernmentpolicy.So,thispaperbelievesthatallcommercialassetsshouldbeinvolvedincapitaldistributionexceptnewspapercollectionassets.Inthisdissertation,itputsforwardthewayofcapitaldistributiontoNewspaperGroupsandestablishestheefficiencyevaluationcriterionthatincludessociality,profitability,mobility,growth,andsecurity.Keywords:NewspaperGroupDevelopmentPatternManagementSystemAdvertisementModelsCapitalDistribution111.11.1.1201978198531900200421003919921996111821972801997600055004502004199331014001998218005020003622001395952190302003233451.1.21423WTOWTO51.21.2.1120021896“”“”“”“”“”“”“”“”“”19991901“”“”19218“”1995192310“”“”“”“”1942316“”61988“”1948118“”1957614“”19571978“”1967119“”1968“”“”71989708011978“”198421850“”“”1994“”198231989——————81999——————19861999a“”“”“”“”“”“”“”19959199519961999b200019991020001930“‘’”1999c“”“”2(1996)(1998)11()()90AP(1996)205070507019951999a3MelvinDefleur,1990a,1999“——12——”BenBadgdikian1986a19403140%12.5215.57060%70%19806665%431996a20“”“19101910”1996“”1930“”“”MelvinDefleur,1990b131998363680“”200020002000165060.7199941.9%2000645.8%105.5%20001995199411199511986“”“”“”“”“”“”“”198029.3%21%7%6%36.7··(PeinventingtheNewspaper)“19901989”“198226.6%199024.9%”(Frank,1992)Columbiajournalismreview(2000)20007819981.964.6134.7%199422.8%199522.5%199621.7%(1987)“”BenBadgdikian,1986b3.34144.484(2000)199720011.2.21200219371940BureauofAppliedSocialResearchLazarfieldH.HantrilR.kMentonHG.15Mosco.V,1996”20001943DSmytheHschillerMosco.V,1996Mosco.V,199616MurdockGarnhamMiegedecenterthemediaMosco.V,1996Mosco.V,19962Low,R.(1949)190811191030017Low,R.(1971)LordBurnham“--------”Reith,J.W.C.(1949)1922BBCReith“”Wilson,H.H.(1961)“”FiguresfromtheMunicipalYearbook,annually1919194819493.12206ReportbyEducationalPublishers’Council(1972)196619727380%DepartmentofEducationandScience(1972)1963197019651971112%CalculatedfromBoardofTradeBusinessMonitor197245%NationalBoardforPricesandIncomes(1970/1a)1957196570%140%“”AnnualreportsofThePressCouncil(1972/12)195634%197118%2060BBTABulletins2060197254%BBCAnnualReportandAccounts(1971/2)“”NationalFilmFinanceCorporation(1970/1)181971S