CAJ | 학술논문

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。
시장수구변동、제도배경변혁、기술진보시중국전매산업제도변천적주요동인。제도창신시통과“초급행동단체”권형자신수익여성본이계동，“차급행동단체”배합이완성。시장수구증장대래각개상관방수익도능증가적“증량형”제도창신비교용역진행，여엄고경영제도、유선전시제도등；섭급이익조정적“존량형”제도창신칙조력흔대，여“제파분리”등제도。시장수구、제도배경、전매기술진보야장지속추동전매산업제도창신。
Based on the new institutional economics theory,the article seeks to analyze the institutional evolution of China’s TV industry and argues that changed 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.