中国传媒产业制度变迁的动因与机制——以电视产业为例

Dynamics and Mechanisms of the Institutional Change in China's Media Industry——A Case Study of TV Industry

市场需求变动、制度环境变革、技术进步是中国传媒产业制度变迁的主要动因。制度创新是通过"初级行动团体"权衡自身收益与成本而启动,"次级行动团体"配合而完成。市场需求增长带来各个相关方收益都能增加的"增量型"制度创新比较容易进行,如广告经营制度、有线电视制度等;涉及利益调整的"存量型"制度创新则阻力很大,如"制播分离"等制度。市场需求、制度环境、传媒技术进步也将持续推动传媒产业制度创新。

Based on the new institutional economics evolution of China＇ s TV industry and argues that changed theory, the article seeks to analyze the institutional market demands, reformed institutional environment and technological progress constitute the main dynamics of this institutional change. The institutional innovation was initiated by the ＂primary action group＂ weighting its benefits and costs and completed with the cooperation of the ＂secondary action group＂. The ＂incremental＂ type of innovation, such as advertising operation systems and cable TV systems, brings about greater benefits for all related parties and is comparatively easy to implement. The innovation that involves adjustment of interests, or the ＂ stock-type＂ innovation, encounters great resistance, like the system ＂separating production and broadcasting＂. Market demands, the institutional environment, and the advancement of media technology will continue to be the driving force for the institutional innovation in media industry.