媒体融合的产业经济学分析——对广州日报报业集团的个案研究

Industrial Economics Analysis of Media Convergence: A Case Study of Guangzhou Daily Group

文章以产业经济学"市场结构—市场行为—市场绩效"(SCP)的分析范式,对广州日报报业集团的媒体融合进行个案分析。传媒企业在媒体融合过程中通过增加市场集中度和产品差异化,突破技术、政策、资本和品牌等壁垒,对产业结构产生实质性影响。而产业结构的调整和变化决定了传媒企业的市场行为,最终影响到相关产业和传媒企业的绩效。由此得出初步结论:媒体融合的本质是传媒资源的再配置过程,即传媒资源通过产业链的扩张和价值链的整合,实现资源配置最优化和资源利用效益最大化。但不可否认,媒体融合中的风险增加和"伪融合"现象对产业绩效产生负面影响。对此,文章从明确思路、减少壁垒、防范风险等角度提出了相关建议。

This article analyzes the media convergence of Guangzhou Daily Group based on the analytical paradigm of "market structure-market behavior-market performance"( SCP in short) of industrial economics. Media enterprises have a substantial impact on the industrial structure in the process of media convergence by increasing market concentration, product differentiation and by breaking through technological, policy, capital and branding barriers. The adjustment and changes of industrial structure determine the market behavior of media enterprises, and ultimately affect the performance of related industries and media enterprises. The conclusion is that the essence of media integration is the process of media resources re-configuration, that is, through the expansion of industry chain and the integration of value chain, the optimization of resource allocation and the maximization of resource utilization are realized. But it is undeniable that the risk of media convergence and "pseudo-fusion" phenomenon have negative impact on industrial performance. At the end of this article, some suggestions are put forward from the viewpoints of clarifying ideas, reducing barriers and preventing risks.