中外传媒资本运营比较研究

【作者】 黄进；

【导师】 谢锡文；

【作者基本信息】 山东大学 ， 新闻学， 2005， 硕士

【摘要】 20世纪90年代初期,伴随着我国资本市场的迅速发展和传媒产业化探索的开始,有的媒介已经开始考虑通过进入资本市场筹资融资,吸收社会资金,壮大自身实力。1994年,上海东方明珠股份有限公司正式挂牌上市,这是我国首家媒介类股份公司。经过十多年的发展,现在已有数十家涉足文化传媒产业的公司进入资本市场上市融资,媒介发展进入了新的阶段。 与此同时,我们也应该看到,我国传媒业资本运营起步较晚,在资本运营活动中由于没有相对成熟的操作规范作为指导而显得比较混乱。而且,传媒理论界对传媒资本运营的经济学认识也落后于传媒本身的资本运营实践,这就造成了理论与实践的脱节。 相比较而言,境外传媒资本运营已有100多年的历史,并造就了诸如新闻集团、维亚康姆集团这样的世界级传媒大鳄,这不能不说明他们在资本运营方面确有其独到之处,值得我们学习借鉴。 本文便试图通过中外对比,利用成熟的西方现代经济理论和境外传媒资本运营的成功经验,分析当前我国传媒业资本运营的现状以及在运作过程中存在的问题,并探讨他们的发展指向,尝试为我国传媒业的资本运营提供有理论基础的、切实可行的操作规范。 本文共分四章,第一章绪论主要阐述三个问题:一是资本运营背景的提出,二是传媒与资本互动的可行性探讨,三是中外传媒资本运营比较的意义。第二章境外传媒资本运营的状况分析主要论述三个方面的问题:一是媒介从生产经营到资本运营的经济学分析,二是境外传媒资本运营理念,三是当前境外传媒资本运营状况及风险分析。第三章我国传媒资本运营状况分析主要阐述两个方面的问题:一是我国传媒资本运营的基本情况及特点,二是我国传媒进行资本运营的动因背景分析及其在运作过程中存在的问题。第四章结语尝试通过前文的中外对比为我国传媒业资本运营发展提供可操作的参考。更多还原

【Abstract】 At the beginning of 1990s, following the rapid development of our country’s capital market and the start of media industrialization, some media has already begun to think about accumulation and circulation of money through the way of entering the capital market in order to absorb the social fund, and strengthen one’s own strength. In the year of 1994, Shanghai Oriental Pearl Limited Company, which is the first media joint-stock company in our country, was listed formally. After almost ten years’ development, now it has more than ten companies, who set foot in the media industry of culture, and accumulate and circulate money through the way of entering the capital market. Media development has entered a new stage.At the same time, we should also see that at the earlier stage the activities of accumulation and circulation of money are in disorder because there is not a relative mature operation criterion to guide. And the media theory circles’ understanding to economics of the media capital operation lags behind the capital operation practice of media itself, so it has caused the theory to be divorced from practice.Comparatively speaking, the capital operation of external media has already had a history of more than 100 years, and has created such as Viacom Corp, News Corp and some other world-class media giants. They really have their distinctive qualities in capital operation, and it is worth our studying and using for reference.Utilizing the mature western modern economic theory and successful experience of the capital operation of external media, this paper attempts to compare Chinese with foreign, to analyze the current situation of the present media industry’s capital operation in our country and questions existing in the course of operation, to point out the way of their development, to try to offer the theoretical and feasible criterion of operation for capital operation of our country’s media industry.The paper has four parts. Chapter One Introduction mainly talked about threequestions. First is the proposition of the capital operation background. Second is the feasible discussion of interaction between the media and the capital. Third is the significance of comparison between Chinese and foreign media capital operation. Chapter Two State Analysis of the Capital Operation of External Media mainly discussed about three questions. First is the analysis of economics from production and management to capital operation of media. Second is the capital operation idea of external media. Third is the capital operation state of present external media and risk analysis. Chapter Three Capital Operation State analysis of Our Country’s Media mainly discussed about two questions. First is the basic situation and characteristic of the capital operation of our country’s media. Second is the analysis of the dynamic background and questions existing in the course of our country’s media capital operation. Chapter Four Conclusion tries to offer the reference that can be operated for media industry capital operation development of our country.更多还原