CAJ | 학술논문

20世纪90年代以来，西方媒介以扩大经营规模、分散经营风险为动因，以资本控制为纽带、收购兼并为特征，通过横向和纵向扩张增强实力。超级集团的出现使集团化成为媒介经济学研究的焦点。我国媒介组织的政策取向、运作路径和效能评价体系与西方有所不同。中国媒介组织在集团经营进程中面临着资源有效整合、业务成长战略、组织架构模式以及在WTO环境下国际间竞争与合作等诸多问题的挑战与抉择。
20세기90년대이래，서방매개이확대경영규모、분산경영풍험위동인，이자본공제위뉴대、수구겸병위특정，통과횡향화종향확장증강실력。초급집단적출현사집단화성위매개경제학연구적초점。아국매개조직적정책취향、운작로경화효능평개체계여서방유소불동。중국매개조직재집단경영진정중면림착자원유효정합、업무성장전략、조직가구모식이급재WTO배경하국제간경쟁여합작등제다문제적도전여결택。
In 1990s, the turning up of Western mega-media group which has capital control as its ligament and is characterized with mergers and acquisition makes conglomeration become the focal point of media economics. It also causes the discussion about the contradiction between the conglomeration and the diversification. Scholars have not come to an agreement on whether the concentration of media ownership will concuss on the social political and cultural diversity or not. The viewpoint that the concentration of ownership will have the finite market resource being used effectively and have diverse contents better produced, opposite to the previous objections to the conglomeration, makes people more uncertain of the relation between the media conglomeration and diversification. Western media organizations, inspired by the expansion of business scope and the distraction of business risk, through mergers, acquisitions and other strategic trading and alliance, have the conglomerates keep expanding. Meanwhile, nowadays multi-national media conglomerates will apply the horizontal integration and vertical integration as their merger pattern in the process of expansion. In contrast, media conglomeration in China is mainly controlled and conducted by the government. It is the result of centralization of power and concentration of resource rather than that of market rules. The business progress of China＇s media conglomerates are mostly characterized with single revenue resource, monotonic business and unitary horizontal integration that is unable to have product chain integrated fully. It determines that China＇s media conglomerates cannot contend with the international media conglomerates in competitive power, staff quantity and so on. Therefore, the problem of effective integration of resource should he resolved in the course of China＇s media conglomeration. The international cooperation is also required in the WTO environment.