【摘要】： 1978年以后,中國(guó)報(bào)業(yè)經(jīng)濟(jì)制度在整個(gè)中國(guó)經(jīng)濟(jì)社會(huì)轉(zhuǎn)型的大背景下開(kāi)始了新一輪創(chuàng)新,27年的制度創(chuàng)新歷程使得中國(guó)報(bào)業(yè)經(jīng)濟(jì)從依靠財(cái)政撥款支持的事業(yè)單位成為國(guó)民經(jīng)濟(jì)的一個(gè)重要組成部分。2003年全國(guó)報(bào)紙廣告營(yíng)業(yè)額為243.01億元,占全國(guó)廣告總營(yíng)業(yè)額的22.53%,中國(guó)報(bào)業(yè)經(jīng)濟(jì)的崛起可見(jiàn)一斑。 本文回顧了中國(guó)報(bào)業(yè)經(jīng)濟(jì)制度自1949年至今特別是1979年以來(lái)的制度演化,引用了《中國(guó)新聞年鑒》的大量數(shù)據(jù),從制度環(huán)境和制度安排兩個(gè)方面討論了報(bào)業(yè)經(jīng)濟(jì)的制度沖突:政治管制、市場(chǎng)環(huán)境、準(zhǔn)入制度和產(chǎn)權(quán)安排、管理者選擇機(jī)制、組織形式。作者試圖借用從制度沖突到制度創(chuàng)新的分析框架,結(jié)合報(bào)紙銷(xiāo)售的二重性特征,即把報(bào)紙賣(mài)給讀者和把廣告版面賣(mài)給廣告客戶完成后才能實(shí)現(xiàn)報(bào)業(yè)經(jīng)濟(jì)利潤(rùn)最大化的特征研究影響報(bào)業(yè)經(jīng)濟(jì)制度創(chuàng)新,并用制度經(jīng)濟(jì)學(xué)關(guān)于制度創(chuàng)新的成本--收益分析方法進(jìn)行分析。 為消解制度沖突,本文分析了制度沖突的原因,針對(duì)性的提出以《新聞法》和專(zhuān)項(xiàng)的報(bào)業(yè)企業(yè)法規(guī)范政府和報(bào)業(yè)集團(tuán)之間的關(guān)系;在報(bào)業(yè)集團(tuán)內(nèi)部區(qū)分公益性事業(yè)和經(jīng)營(yíng)性企業(yè),對(duì)經(jīng)營(yíng)性資產(chǎn)則通過(guò)組建報(bào)業(yè)集團(tuán)有限公司進(jìn)行管理,實(shí)現(xiàn)利潤(rùn)最大化;對(duì)公益性事業(yè),則考核其法定義務(wù),以實(shí)現(xiàn)社會(huì)效益最大化的目標(biāo)。文章還認(rèn)為盡管制度設(shè)計(jì)中的報(bào)業(yè)集團(tuán)與現(xiàn)實(shí)中的報(bào)業(yè)集團(tuán)存在較大差異,但從浙江日?qǐng)?bào)報(bào)業(yè)集團(tuán)的實(shí)踐看,報(bào)業(yè)集團(tuán)制度創(chuàng)新還是促進(jìn)了報(bào)業(yè)經(jīng)濟(jì)的增長(zhǎng)。
[Abstract]:After 1978, Under the background of the whole economic and social transformation of China, China's newspaper economic system has started a new round of innovation. After 27 years of institutional innovation, China's newspaper economy has changed from a public institution supported by financial allocations to a national economic one. An important component. In 2003, the national newspaper advertising turnover was 24.301 billion yuan. Accounting for the country's total advertising turnover of 22.53, the rise of the Chinese newspaper economy can be seen. This paper reviews the evolution of the economic system of Chinese newspaper industry since 1949, especially since 1979, and cites a large number of data from the Chinese Journalism Yearbook. This paper discusses the institutional conflict of newspaper economy from two aspects: political control, market environment, access system and property right arrangement, manager selection mechanism and organization form. The author tries to borrow the analysis frame from institutional conflict to institutional innovation and combine the duality characteristics of newspaper sales. That is to say, the characteristics of selling newspapers to readers and advertising pages to advertisers to maximize the economic profits of the newspaper industry can affect the innovation of the economic system of the newspaper industry. And institutional economics on institutional innovation of the cost-benefit analysis method to analyze. In order to resolve the system conflict, this paper analyzes the causes of the system conflict, and puts forward to standardize the relationship between the government and the newspaper group by the press law and the special newspaper enterprise law. Within the newspaper group, we distinguish between public welfare undertakings and operating enterprises, and manage the operating assets through the establishment of a newspaper group limited company to maximize profits; for public welfare undertakings, we shall assess their legal obligations. To achieve the goal of maximizing social benefits. The paper also holds that although the newspaper group in the system design is quite different from the real newspaper group, from the practice of Zhejiang Daily newspaper group, the system innovation of the newspaper group has promoted the economic growth of the newspaper industry.
【學(xué)位授予單位】：東南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類(lèi)號(hào)】：G219.2-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王怡鵬;我國(guó)報(bào)業(yè)財(cái)務(wù)管理存在問(wèn)題及對(duì)策研究[D];浙江工業(yè)大學(xué);2010年

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本文編號(hào)：2236843