【正文】 摘要 傳媒資本運(yùn)營是傳媒產(chǎn)業(yè)活動中的一個大問題，是一個基礎(chǔ)性的理論問題，傳媒產(chǎn)業(yè) 資本運(yùn)營 是 一種 極為 有效的融資手段， 可以用 少量的國有資產(chǎn) 來 控制 、吸納 大量的社會 閑散 資金 來擴(kuò)大我國 媒體經(jīng)濟(jì)實(shí)力 ，用于媒體迅速發(fā)展， 有助于提高媒體的競爭力 和抗風(fēng)險能力 。 它 為 傳媒產(chǎn)業(yè)的發(fā)展 提供了強(qiáng)有力的經(jīng)濟(jì)保障。 傳媒產(chǎn)業(yè)通過參與資本運(yùn)營，能夠切實(shí)促進(jìn)機(jī)制改革 ,突出自身的產(chǎn)業(yè)功能。首先，傳媒產(chǎn)業(yè)更加重視經(jīng)營，國內(nèi)一些媒體已進(jìn)行采編人員與經(jīng)營人員分開，經(jīng)營部門與采編部門分家，實(shí)現(xiàn)社長加總編加總經(jīng)理“三架馬車”，而不再是傳統(tǒng)的社長加總編“二人 轉(zhuǎn)”，這樣做的目的在于一方面防止經(jīng)營管理和新聞宣傳中的腐敗行為，另外一方面去充實(shí)經(jīng)營隊伍。其次，傳媒產(chǎn)業(yè)資本運(yùn)營有利于提升團(tuán)隊的創(chuàng)新精神，建立一種新型合理的分配制度。 全文分為六大部分。 第一部分主要分析了研究背景及意義、理論依據(jù)、研究方法和研究條件。 第二部分從傳媒資本的涵義、傳媒資本運(yùn)營的涵義、傳媒產(chǎn)業(yè)資本運(yùn)營策略三部分概述了傳媒產(chǎn)業(yè)及其資本運(yùn)營理論。 第三部分首先分析了中國傳媒產(chǎn)業(yè)資本運(yùn)營的現(xiàn)狀，其次，闡述了中國傳媒產(chǎn)業(yè)資本運(yùn)營的有利因素。最后，指出了中國傳媒產(chǎn)業(yè)資本運(yùn)營存在的問題：傳媒產(chǎn)業(yè)進(jìn)行資本運(yùn) 營的體制瓶頸；條塊分割、多頭管理的管理體制與規(guī)?；l(fā)展之間的矛盾；資本運(yùn)營的障礙是新聞媒體產(chǎn)權(quán)不清是傳媒產(chǎn)業(yè)；核心競爭力不足影響傳媒機(jī)構(gòu)的發(fā)展 。 第四部分主要探索了中國傳媒產(chǎn)業(yè)資本運(yùn)營發(fā)展模式。提出應(yīng)該從以下六點(diǎn)入手來發(fā)展中國傳媒產(chǎn)業(yè)資本運(yùn)營，分別是：轉(zhuǎn)變觀念，讓 民營影視擺脫 “ 小打小鬧 ” ；完善產(chǎn)權(quán)制度，構(gòu)建多層次的產(chǎn)權(quán)結(jié)構(gòu)；從宏觀上讓 傳媒集團(tuán)實(shí)現(xiàn)資本運(yùn)營 ；大力開展傳媒產(chǎn)業(yè)無形資產(chǎn)；引入資本加強(qiáng)傳媒產(chǎn)業(yè)發(fā)展；傳媒產(chǎn)業(yè)規(guī)范化。 第五部分以山東省淄博市廣播電視集團(tuán)為例進(jìn)行實(shí)例分析。 第六部分為結(jié)論與展望。 關(guān)鍵 詞： 傳媒產(chǎn)業(yè) ； 資本運(yùn)營 ； 發(fā)展模式 ； 淄博市廣播電視集團(tuán) Abstract Media capital operation of media industry activity is a big problem, is a basic theoretical problem, capital operation of media industry is an extremely effective means of financing, use a small amount of stateowned asset to control, to absorb a large number of social idle funds to expand our media economic strength, for the rapid development of, help to improve media petitiveness and ability to resist risks. It is the media industry development provided strong economic security. Media industry through participation in capital operation, can effectively promote the mechanism reform, to highlight their own industry function. First of all, pay more attention to the media industry, some domestic media have been collecting and editing staff and management staff, management department and the editing department division, President and chief editor and general manager to achieve three carriages, instead of the traditional president and editorinchief of Er, the purpose of this is that on the one hand prevent management and news in the publicity of corrupt behavior, on the other hand, to enrich the operating team. Secondly, capital operation of media industry will help promote the team spirit of innovation, the establishme nt of a new and reasonable distribution system. The full text is divided into six parts. The first part mainly analyzes the research background and the significance, theoretical basis, research method and research conditions. From the second part of the connotation of media capital, media the meaning of capital operation, capital operation of media industry strategy three part provides an overview of the media industry and capital operation theory. The third part firstly analyzed China media industry capital operation actuality, secondly, elaborated China media industry capital operation beneficial factors. Finally, pointed out China media industry capital operation problems: media industry capital operation the system bottleneck。 partmentalization, bull management and management system of largescale development of contradiction between。 capital operation obstacle is the news media not clear property right is the media industry。 core petitiveness the insufficient effect of media development. The fourth part mainly explores China media industry capital operation mode of development. We should start from the following six aspects to the development of Chinese media industry capital operation, respectively is: change idea, let the private film and television from the minor。 perfect property right system, constructs the multilevel structure of property rights。 from macroscopical on let media group to realize capital operation。 vigorously carry out the media industry intangible assets。 the introduction of capital to strengthen the development of media industry。 media industry standardization. In the fifth part of the Shandong province Zibo City radio and Television Group as an example to analyze an example. The sixth part is the conclusion and prospect. Key words: media industry。 capital operation。 development model。 Zibo City radio and Television Group I 目錄 第 1 章 緒論 ........................................................ 1 研究背景及意義 ............................................... 1 理論依據(jù)及研究方法 .......................................... 2 研究條件 .................................................... 3 研究內(nèi)容 .................................................... 3 第 2 章 傳媒產(chǎn)業(yè)及其資本運(yùn)營理論概述 ................................. 4 傳媒資本的涵義 .............................................. 4 傳媒資本運(yùn)營的涵義 ........................................... 4 傳媒產(chǎn)業(yè)資本運(yùn)營策略 ......................................... 4 傳媒產(chǎn)業(yè)的兼并策略 ..................................... 4 傳媒產(chǎn)業(yè)的收購策略 ..................................... 5 傳媒產(chǎn)業(yè)的重組策略 ..................................... 5 傳媒產(chǎn)業(yè)的聯(lián)合 策略 ..................................... 6 第 3 章 中國傳媒產(chǎn)業(yè)資本運(yùn)營現(xiàn)狀及存在的問題 ......................... 7 中國傳媒產(chǎn)業(yè)資本運(yùn)營的現(xiàn)狀分析 .............................. 7 報業(yè)改革：風(fēng) 起云涌 ..................................... 7 廣播電視業(yè)：資本運(yùn)作初見成效 ........................... 8 期刊業(yè)：由發(fā)行主導(dǎo)型向廣告主導(dǎo)型轉(zhuǎn)型 ................... 9 中國傳媒產(chǎn) 業(yè)資本運(yùn)營的有利因素 .............................. 10 有效融資為傳媒產(chǎn)業(yè)的壯大發(fā)展提供了基礎(chǔ) ................ 10 傳媒產(chǎn)業(yè)資本運(yùn)營能夠有效促進(jìn)傳媒的機(jī)制改革 ............ 10 傳媒產(chǎn)業(yè)資本運(yùn)營拓展了傳統(tǒng)媒體的盈利模式 .............. 10 傳媒產(chǎn)業(yè)資本運(yùn)營可以促進(jìn)行政調(diào)控能力 .................. 10 中國傳媒產(chǎn)業(yè)資本運(yùn)營存在的問題 .............................. 11 傳媒產(chǎn)業(yè)進(jìn)行資本運(yùn)營的體制瓶頸 ........................ 11 條塊分割、多頭管理的管理體制與規(guī)?；l(fā)展之間的矛盾 .... 12 資本運(yùn)營的障礙是新聞媒體產(chǎn)權(quán)不清是傳媒產(chǎn)業(yè) ............ 12 核心競爭力不足影響傳媒機(jī)構(gòu)的發(fā)展 ...................... 12 第 4 章 中國傳媒產(chǎn)業(yè)資本運(yùn)營發(fā)展模式探索 ............................ 14 轉(zhuǎn)變觀念，讓民營影視擺脫 “ 小打小鬧 ” ........................ 14 完善產(chǎn)權(quán)制度，構(gòu)建多層次的產(chǎn)權(quán)結(jié)構(gòu) .......................... 15 從宏觀上讓傳媒集團(tuán)實(shí)現(xiàn)資本運(yùn)營 .............................. 17 大力開展傳媒產(chǎn)業(yè)無形資產(chǎn) .................................... 17 II 引入資本加強(qiáng)傳媒產(chǎn)業(yè)發(fā)展 ................................... 18 傳媒產(chǎn)業(yè)規(guī)范化 ......................