境外大型传媒集团入华战略意图、特征和效应的分析

Analysis of Strategic Intentions,Characteristics and Influences of Foreign Large Media Group's Entrance to Chinese Market

依据习近平指出的国家安全体系11项构成,境外大型传媒集团进占中国市场会同时牵涉其中政治安全、经济安全、文化安全、社会安全和信息安全,因此,有必要从国家安全视角,揭示和刻画境外大型传媒集团进入中国的战略意图、战略特征和战略效应。笔者以时代华纳为案例,研究发现:境外大型传媒集团进入中国的战略意图突出表现为持续谋求中国市场的领导地位,进占中国市场的战略呈现鲜明的进取性特征,其总体战略表现为"打造全面覆盖传媒市场的中国区域价值网",其业务战略表现为"伺机进攻+卓越性价比",战略效应显示既能给中国带来重大战略利益又能带来国家安全风险。笔者研究还发现,截至目前,境外大型传媒集团已经充分利用中国传媒政策所提供的经营空间,中国传媒政策是境外大型传媒集团进占中国市场唯一的真实障碍。

Based on the national security and Time Warner case,this paper reveals and depicts the strategic intentions,characteristics and influences of foreign large media group＇s entrance to Chinese market. The strategic intention of foreign large media group has obviously being shown the yearning for the entrance to Chinese market and the leading positions in China＇s market. The foreign large media group has adopted the aggressively active strategies characterized by the overall strategies of constructing the value network with the comprehensive coverage of Chinese media market,and the business strategy of ＂watching for any chance to take action＂and ＂remarkable cost performance＂,accordingly has produced both the great strategic interests and the security risk to China. And this paper also finds that up to now,foreign large media group has made full use of Chinese media policy,and Chinese media policy is the unique real barrier for foreign large media group＇s entrance to Chinese market.