产业融合进程中传媒产业的市场结构——从纵向一体化向横向一体化的演变

Market Structure of Media Industry in Process of Industrial Convergence——From Vertically Integrated Structure to Horizontal Integrated Structure

在产业融合进程中,传统传媒产业的纵向一体化结构逐步裂变为横向一体化结构。这一规律虽已在相当多的文献中得到阐释,但其转换过程却未能尽释,甚至被处理成一个"黑箱"。为了打开这一"黑箱",就应详尽阐释传媒产业市场结构从纵向一体化向横向一体化的转换过程。

In the process of industrial convergence, the vertically integrated structure of traditional media industry gradually transforms to the horizontally integrated structure. Although this rule is explained by a considerable number of literature, but the conversion process has failed to be illustrated in detail, and even has been processed into a ＂black box＂. This paper aims to open this ＂black box＂, to give a detailed interpretation of the conversion process from the vertical integration to the horizontal integration in the media industry.