【摘要】：自改革開放以來，我國廣播電視媒體逐漸走市場化道路，成為市場經(jīng)營的主體，而在經(jīng)營道路上發(fā)展還不夠成熟，處于探索與發(fā)展階段，資金不足、體制不完善、舊有的經(jīng)營模式不適應(yīng)等瓶頸制約我國廣播電視產(chǎn)業(yè)進(jìn)一步發(fā)展。受數(shù)字化、網(wǎng)絡(luò)化的快速興起與發(fā)展影響，三網(wǎng)融合趨勢增強(qiáng)，廣播電視傳統(tǒng)媒體更受沖擊，其生存與發(fā)展問題受關(guān)注。廣播電視媒體作為廣播電視媒體產(chǎn)業(yè)鏈中的載體，相應(yīng)的產(chǎn)業(yè)鏈發(fā)生一定的改變，也存在不足。上市的廣電企業(yè)發(fā)展較為成熟，是廣播電視產(chǎn)業(yè)中的重要支柱，，在一定程度上他們的發(fā)展現(xiàn)狀反映了廣播電視媒體產(chǎn)業(yè)鏈發(fā)展。從他們在資本市場中的運(yùn)作效果及其產(chǎn)業(yè)鏈價(jià)值實(shí)現(xiàn)中發(fā)現(xiàn)我國廣播電視媒體產(chǎn)業(yè)鏈呈現(xiàn)出整體資本運(yùn)作的低效率、主營收入的地域差異形成較為明顯的地域產(chǎn)業(yè)鏈“集群”空間格局、多元化產(chǎn)業(yè)鏈延伸的高風(fēng)險(xiǎn)以及對傳播渠道等下游拓展環(huán)節(jié)增值的偏向等不足。廣播電視產(chǎn)業(yè)的雙重屬性決定了廣播電視媒體經(jīng)營既要有經(jīng)濟(jì)效益，也要有社會效益�；诋a(chǎn)業(yè)鏈相關(guān)理論和委托代理理論，分析出主要原因在于盲目追求自身縱向產(chǎn)業(yè)規(guī)模、上中下游較為松散的鏈接帶來的低效益；區(qū)域行政壁壘帶來的地域差異性；多重委托代理關(guān)系促使媒體社會公信力及品牌的消解；嚴(yán)控上游內(nèi)容生產(chǎn)上市帶來的產(chǎn)業(yè)鏈延伸不平衡、不完善。 由此，廣播電視媒體和政府應(yīng)共同努力，構(gòu)建與優(yōu)化廣播電視媒體產(chǎn)業(yè)。其中，廣播電視媒體應(yīng)整合橫、縱向產(chǎn)業(yè)鏈，增強(qiáng)廣電上市公司核心競爭力；建立完善的廣電內(nèi)部有效激勵(lì)、約束機(jī)制，兼顧“社會公器”角色；追溯產(chǎn)業(yè)鏈上游內(nèi)容研發(fā)環(huán)節(jié)，構(gòu)建完整的節(jié)目內(nèi)容產(chǎn)業(yè)鏈。政府應(yīng)轉(zhuǎn)變政府職能方式，鼓勵(lì)廣播電視媒體向“區(qū)域媒體”、“傳媒區(qū)域經(jīng)濟(jì)”方向發(fā)展，并進(jìn)一步深化體制改革，為廣播電視媒體發(fā)展提供良好的產(chǎn)業(yè)環(huán)境。
[Abstract]:Since the reform and opening up, the radio and television media in our country have gradually taken the road of marketization and become the main body of market operation. However, the development of the market management road is not mature enough, it is in the stage of exploration and development, the funds are insufficient, the system is not perfect. The old business model does not adapt to such bottlenecks as restricting the further development of China's radio and television industry. Influenced by the rapid rise and development of digitalization and networking, the trend of convergence of three networks is strengthened, the traditional radio and television media are even more impacted, and the survival and development of the media are concerned. Radio and TV media as the carrier of the industry chain of radio and television media, the corresponding industry chain has a certain change, there are also shortcomings. The listed radio and television enterprises are mature in development, which is an important pillar of the radio and television industry. To a certain extent, their current development reflects the development of the industry chain of radio and television media. From their operation effect in the capital market and the realization of the value of the industrial chain, it is found that the industry chain of China's radio and television media shows the low efficiency of the overall capital operation. The regional difference of the main income forms the obvious regional industrial chain "cluster" spatial pattern, the high risk of the diversification of the industrial chain extension and the bias to the downstream expansion link such as the communication channel and so on. The dual attribute of radio and television industry determines that the operation of radio and television media should not only have economic benefits but also social benefits. Based on the theory of industry chain and principal-agent theory, this paper analyzes that the main reason lies in the blind pursuit of their own vertical industrial scale, the low efficiency brought by the looser links in the upper, middle and lower reaches, the regional differences brought about by the regional administrative barriers, and the low efficiency caused by the regional administrative barriers. Multi-principal-agent relationship impels the social credibility of the media and the elimination of the brand, and strictly controls the imbalance and imperfection of the extension of the industrial chain brought by the upstream content production and listing. Therefore, the radio and television media and the government should work together to build and optimize the radio and television media industry. Among them, the radio and television media should integrate the horizontal and vertical industrial chains, strengthen the core competitiveness of the listed radio and television companies, establish a sound internal effective incentive and restraint mechanism, and take into account the role of "social utility". Trace upstream content R & D link of industry chain, construct complete program content industry chain. The government should change the mode of government function, encourage the radio and television media to develop towards the direction of "regional media" and "media regional economy", and further deepen the reform of the system so as to provide a good industrial environment for the development of radio and television media.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G229.2-F

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