广义虚拟经济研究
廣義虛擬經濟研究
엄의허의경제연구
RESEARCH ON THE GENERLIZED FICTITIOUS ECONOMY
2014年
4期
89-96
,共8页
传媒%并购%虚拟价值%广义虚拟经济
傳媒%併購%虛擬價值%廣義虛擬經濟
전매%병구%허의개치%엄의허의경제
media industry%merger and acquisition%virtual value%generalized virtual economy
最近两年，我国传媒业进入前所未有的并购活跃期，跨行业、跨地域、跨所有制的并购接连不断。总体来看，无论是理论研究还是产业实践，目前国内传媒企业的并购与发展基本上仍是以自我为中心的物本思维模式主导，大多遵循以成本领先、差异化或聚焦为基本点的传统竞争战略。在新的市场环境和技术条件下，如果以广义虚拟经济的视角来观察分析，可以发现传媒业的并购尚未充分满足受众的心理需求，在经营题材、集聚人气、创新商业模式、提升虚拟价值等方面存有较大空间。如果以广义虚拟经济理论指引并购与整合，则传媒业有望在新经济时代创造更大价值，扮演更为重要的角色。
最近兩年，我國傳媒業進入前所未有的併購活躍期，跨行業、跨地域、跨所有製的併購接連不斷。總體來看，無論是理論研究還是產業實踐，目前國內傳媒企業的併購與髮展基本上仍是以自我為中心的物本思維模式主導，大多遵循以成本領先、差異化或聚焦為基本點的傳統競爭戰略。在新的市場環境和技術條件下，如果以廣義虛擬經濟的視角來觀察分析，可以髮現傳媒業的併購尚未充分滿足受衆的心理需求，在經營題材、集聚人氣、創新商業模式、提升虛擬價值等方麵存有較大空間。如果以廣義虛擬經濟理論指引併購與整閤，則傳媒業有望在新經濟時代創造更大價值，扮縯更為重要的角色。
최근량년，아국전매업진입전소미유적병구활약기，과행업、과지역、과소유제적병구접련불단。총체래간，무론시이론연구환시산업실천，목전국내전매기업적병구여발전기본상잉시이자아위중심적물본사유모식주도，대다준순이성본령선、차이화혹취초위기본점적전통경쟁전략。재신적시장배경화기술조건하，여과이엄의허의경제적시각래관찰분석，가이발현전매업적병구상미충분만족수음적심리수구，재경영제재、집취인기、창신상업모식、제승허의개치등방면존유교대공간。여과이엄의허의경제이론지인병구여정합，칙전매업유망재신경제시대창조경대개치，분연경위중요적각색。
China’s media industry entered into an unprecedented active M&A period in these two years. The M&As which cross industry, regional and ownership pattern occurred continuously. Generally speaking, the leading thinking model of current M&As and the development of domestic media enterprises is self-centered both in theoretical research and industrial practice. Most of the M&As follow the traditional competitive strategies of cost leadership, differentiation and focus. In the new market environment and technical condi-tions, we can ifnd the M&As of media industry can’t fully meet the psychological needs of the audience under the perspective of generalized virtual economy. There is a big gap between the ideal and reality in terms of business theme, attention gathering, business model innovation, improvement of virtual value etc.. If we use the theory of generalized virtual economy to guide the M&As, the media industry is expected to create more value in the new economic era and play a more important role.
