略论中国传媒产业中的资本运营

重庆大学硕士学位论文略论中国传媒产业中的资本运营——以湖南“电广传媒”为例硕士研究生：指导教师：学科专业：重庆大学文学与新闻传媒学院二OO七年四月MasterDissertationofChongqingUniversityExplorationofCapitalOperationsinChina’sMediaIndustryCollegeofLiteratureandJournalismMediaChongqingUniversityApril2007重庆大学硕士学位论文中文摘要I摘要全球娱乐及媒体行业自2000年以来持续最强劲的增长。面对日渐开放的传媒市场，面对国内外日益激烈的竞争，通过集团化、强强联合、资本运营等方法加快发展已经逐渐成为国内传媒业发展的共识。特别是资本运营，近年来逐渐成为传媒产业发展中讨论的热点问题。如此高速发展的行业，其资本运营理应以更大的步伐、更快的速度进行。所以，在现阶段对中国传媒产业的资本运营进行一次较为深入和全面的理性分析和研究，对于积极应对加入WTO后更加开放的新格局、发展壮大自己的力量，以迎接来自各方面的挑战，具有重要的意义。中国传媒产业的资本运营是随着市场经济体制的发展而不断深入，并在原有经营方式中逐渐发展起来的。本文首先结合我国传媒产业所处的宏观外部环境和传媒个体自身的微观条件，分析了传媒产业进行资本运营的必要性和可行性；接着，分析现状，梳理了中国传媒产业开展资本运营的情况，描述和分析了业外资本，包括境外资本、民营资本进入中国传媒业这一不争的事实，并且重点对湖南电广传媒股份有限公司的资本运营状况进行了分析。其发展实践证明，中国传媒产业需要成熟的资本市场以获得强大的资本支持，而资本市场对传媒产业的介入，也可以实现丰厚的利润回报，这两者是可以实现有效的良性互动的。最后，本文对中国传媒产业进行资本运营的利弊和现阶段存在的问题进行了理性的思考与分析，并针对这些问题提出了相应的对策和建议。在传媒产业进行资本运营的过程中，国家应该尽快明确融资和投资政策，并打破现在传媒业多头管理、条块分割的格局，避免结构上的重复建设与资源浪费；而媒体在进入资本市场前必须做好前期业务的分离工作，牢牢把握住正确的舆论导向，不能使编审权进入市场，更不能在资本市场上进行操作。因为，加强舆论宣传管理，为人民群众提供健康向上的精神文化产品，是繁荣发展社会主义先进文化的必然要求。这些对策和建议，部分源自对成功媒体的经验总结，可操作性较强，具有一定的现实指导意义，以期能更好地促进我国传媒产业的发展，创造新的辉煌。关键词：传媒产业，资本运营，模式，建议重庆大学硕士学位论文英文摘要IIABSTRACTTheglobalentertainmentandmediaindustryhaskeptthemostpowerfulincreasesince2000.However,confrontedthetremendouspublicopinionhegemonyandculturalpermeationoftheWesterndevelopedcountriesandglobalmedia,theinternationalcompetitionofChina’smediaisveryweak.Facedthegraduallyopeningmediamarket,facedtheheatedcompetitioninteriorandexterior,civilmediagroupshavecometoknowthattheyshouldexpeditedevelopmentthroughsettingupgroups,alliancesandcapitaloperations,amongwhichcapitaloperationshavingbecomethemostheatedsubjectdiscussedinmediaindustry.Developingwithsuchahighspeed,thecapitaloperationsoftheindustryshouldbeinprogresswithlargerstepandhigherspeed.Thus,itisveryimportanttomakeadeepandcomprehensiveanalysisandcasestudyofthecapitaloperationsinChina’smediaindustryatpresent.ForitwillhelpustoconfrontthemoreopeningstructureafterjoiningWTO,togrowinstrengthandfacethechallengesfromallaspects.ThecapitaloperationsofChina’smediaindustrypenetratecontinuouslywiththedevelopmentofthemarketeconomysystem,anddevelopgraduallyintheoriginalmanagingpattern.Thus,thethesisdiscussesthedevelopingprogressandpresentconditionsofcapitaloperationsinChina’smediaindustrybrieflyatfirst.Then,combiningthemacroscopicexteriorenvironmentandthemicrocosmiccondition,thethesisanalyzesthenecessityandfeasibilityofcapitaloperationsinChina’smediaindustry,andsucceedsinobtainingtheconclusionthatinordertoconfronttheincreasinglyopeningcompetitivestructure,China’smediaindustrymustgrowinstrength.anditisthebestwayforChina’smediaindustrytocarryoutcapitaloperations.Then,thethesisanalyzesandcardsthepresentconditionsofthecapitaloperationsinChina’smediaindustry.Emphasizingonthefourmodels:goingonmarketdirectly,goingonmarketindirectly,collaboration,jointinvestment,etc,itanalyzesthefactthatexteriorcapital,includingoverseascapital,nogovernmentcapital,hasenteredintoChina’smediaindustry.Also,itappraisesthefivemodelsbriefly.Thenthethesisanalyzesthecorebusiness,developingstrategy,andcorecompetenceofHunanTVandBroadcastMedia.Atlast,thethesisanalyzesrationallyontheadvantagesanddisadvantages,and重庆大学硕士学位论文英文摘要IIIsomequestionsofthecapitaloperationsinChina’smediaindustry.Beforeenteringintothecapitalmarket,themediashouldcompletethepreliminaryseparationworkandgraspthecorrectguidanceofpublicopinionfirmly.Forenhancingthepublicopinionpropagandamanagementandprovidingthehealthenergeticandculturalproductforthepeoplearetheinevitablyrequestofprosperingthedevelopmentofsocialismadvancedculture.Thethesisputsforwardsomecorrespondingsuggestions,whichsummarizetheexperienceofsuccessfulmediaandarefeasibleandpracticallyguiding,sothatChina’smediaindustrywilldevelopmorerapidlyandcreatenewbrilliance.KeyWords:MediaIndustry,CapitalOperations,Model,Suggestion重庆大学硕士学位论文目录IV目录中文摘要........................................................................................................................................I英文摘要.......................................................................................................................................II1绪论.......................................................................................................................................11.1研究的背景与意义.................................................................................................................11.2文献综述.................................................................................................................................11.2.1国外有关传媒产业资本运营的研究..............................................................................11.2.2国内有关传媒产业资本运营的研究..............................................................................31.3研究的目的与内容.................................................................................................................51.4研究的方法.............................................................................................................................62中国传媒产业资本运营的基本分析........................