媒体融合发展经营机制的有效性研究——基于制度工程学

Effectiveness of Media Convergence Management Mechanism:Based on Institution Engineering

基于制度工程学对传媒企业实施媒体融合计划过程中的生产经营行为与机制的有效性进行分析。研究表明:实施媒体融合计划后,媒体的努力水平、收益和效益都得到了提高;媒体的努力水平、收益和效益与参与媒体融合计划的媒体数量正相关且没有上限要求;市场容量的增加在促进媒体努力水平提高的同时还能提高收益和效益;单个媒体的收益和效益与其它媒体的努力水平之和负相关。对传媒企业来说,参与媒体融合是有益的,且在增加媒体融合计划参与者数量时,不必过于担心规模不经济的问题。因此,传媒企业应以积极的态度面对媒体融合,实施规模化的媒体融合计划,树立竞争与合作并用的企业发展理念,共同将市场做大。对地方政府而言,可通过组建媒体联盟等方式,将同质性强的媒体集中起来实施跨地区、跨行政级别的媒体融合计划,推动国有主流媒体实现高质量发展。

Based on Institution Engineering,this paper analyzes the effectiveness of production and operation behaviors and mechanisms during the implementation of media convergence plans by media companies.The research shows that after the implementation of the media convergence plan,the level of effort,income and benefits of the media have been improved;the level of effort,income,and benefits of the media are positively related to the number of media participating in the media convergence plan and there is no upper limit requirement;the increase in market capacity can increase the income and benefits of the media while promoting their efforts;the income and benefits of a single media are negatively correlated with the sum of efforts of other medias.For media companies,it is beneficial to participate in media convergence,and there is no need to worry excessively about diseconomies of scale when increasing the number of participants in media convergence plans.Therefore,media companies should respond to media convergence positively,implement large-scale media convergence plans,establish a corporate development concept that combines competition and cooperation,and jointly expand the market.As for local governments,they can implement cross-regional and cross-administrative-level media integration plans by organizing medias of high homogeneity together via establishing media alliances etc.to promote the high-quality development of mainstream media.