The Development Trend of China's Media Industry

China's media industry after 20 years of rapid development, has made great achievements, but in the current multi-media convergence, the external environment has changed dramatically in the context of the future development of the media industry will be or with the following keywords are closely related.

Media industry market size

Media industry market size will determine the development of China's media industry space and prospects, mainly including the audience market and advertising market, the most meaningful is the current advertising market. In terms of the advertising market, it can be analyzed from two perspectives: the factors affecting advertisers' decision to place advertisements and the factors affecting the advertising market.

Firstly, when companies make advertising investment decisions, the general strategy is to spend advertising revenue according to a certain percentage of advertising to sales revenue, the more sales revenue, the more advertising expenditure. Secondly, the key factors affecting the advertising market are total retail sales of consumer goods, local GDP, GDP per capita, the number of inhabitants, Engel's coefficient, the degree of balance of regional development in the place, the degree of education per capita, the status of the local industrial structure, the size of the local headquartered economy with the proportion of the state-owned economy in the region.

Lastly, when studying the media market, we should also take into account the "incremental" and "stock" of the media industry. China is in the era of coexistence of the two, the media business is currently the main task is to stimulate the stock and expand the increment. Due to the current media industry in China's stock level is very low, and China's economic and social development rate is very fast, the media industry incremental than the stock is greater, which requires media companies do not always focus on the stock, in the stock of the "red sea" in the competition, and to actively develop "incremental blue ocean This requires media companies not to compete in the "red sea" of stock, but to actively explore the "blue sea of increment". The incremental volume mainly includes the incremental volume brought about by GDP growth, the incremental volume brought about by the increase in the ratio of media industry income/GDP and the incremental volume brought about by the deep processing of news products.

Marketization

With China's reform and opening up further promoted, the trend of market-oriented reform of the media industry is becoming more and more obvious. China's media industry in 2006, "on deepening the cultural system reform of a number of opinions" that the state will "focus on fostering the development of a number of strength, with strong competitiveness and influence of large-scale cultural enterprises and enterprise groups, to support and encourage large-scale state-owned cultural enterprises and enterprise groups to carry out cross-region, cross-industry mergers and reorganization, and to encourage the media in the same region subordinate operating companies in the same region to participate in each other's shares."

"Encourage and support non-public capital to enter the cultural industry fields permitted by policies in various forms."

"The construction of markets for cultural products and factors should be strengthened to break the market pattern of compartmentalization, regional blockades, and urban-rural separation, and to form a modern cultural market system that is unified, open, competitive, and orderly, with a focus on fostering the markets for books, newspapers, and magazines, electronic audio-visual products, performances and entertainment, and film and television dramas, among other cultural products."

Under the condition of marketization, media enterprises are required to pay attention to the market and readers' needs, of course, China's media industry development practice over the past 20 years has also proved that which region has a high degree of marketization of the media industry, the faster the development of its media industry.

Industrialization

The media industry should operate in accordance with the laws of industrialization, and it should establish a sound system of funders, issuers and property rights, and break the division of the regional market and the industry's market division, and set up a unified multilevel media industry market. At the same time, the current state of the media industry should be broken down to establish a unified media industry management institutions and organizations.

Media professional managers

As high-level media professional managers, they must have the following qualities: familiarity with the media industry, familiar with the media industry system, business and related policies; systematic knowledge of economic management and practical operation ability; strategic planning, design and organization and implementation ability; keen insight; innovation; systematic thinking and operation ability; strong leadership ability and skillful public relations. leadership skills as well as skillful public relations and crisis management skills.

When it comes to the selection of professional media managers, it is important to note that they should not only come from the editorial team, but also from the operation and management; not only can they be cultivated internally, but also can be introduced from the outside.

Group management

The realization of effective group management requires that the parent company and subsidiaries deal with the centralized and decentralized relationship. Specifically, the following aspects should be done:

Firstly, the relationship between the parent company and the subsidiaries should be correctly grasped to realize a controlled decentralization.

Second, the reasonable division of responsibility center.

Third, scientifically define the functions of the group headquarters and subsidiaries. The group headquarter has the functions of development strategy decision-making and management, foreign investment and property rights management, fund-raising, distribution and operation, organization management, financial control and management, personnel management and other service functions.

The functions of the subsidiaries are: each subsidiary must achieve the purpose of occupying the largest share of the market and maximizing the profit in its professional field or regional field in accordance with the overall strategic planning of the Group. Subsidiaries are assigned to realize a certain strategic intent and do not have the task of global strategic operation themselves. Subsidiaries are strategic units at the grassroots level of the Group's strategy, engaging in specific production and operations, and carrying out routine business management with an eye to the utilization of resources and the improvement of efficiency.

Fourth, choose the appropriate organizational system. According to the current situation of the media group and the analysis of the advantages and disadvantages of various organizational systems, the parent-subsidiary organizational system is most suitable for the media group.

Fifth, the scientific definition of the content of group management. The content of group management includes the construction of scientific and reasonable governance mechanism, strategic management, property rights management, investment management, personnel management, financial management, audit control, assessment management, day-to-day supervision and information systems management. Among them, the scientific and reasonable governance mechanism is in a crucial position. A scientific and reasonable corporate governance mechanism requires the separation of the decision-making body from the executive body and the clarification of the responsibilities and authorities of the decision-making body, the supervisory body and the executive body, so as to form an effective mechanism of checks and balances. The governance mechanism includes the following aspects: decision-making mechanism, supervisory mechanism, management appointment and management incentive and restraint mechanism.

Emerging media

The fastest-growing emerging media are online media and mobile media, whose competitive advantages are mainly reflected in the following aspects:

Firstly, they adopt a completely market-oriented operation method, and are able to design contents according to the needs of readers;

Secondly, they expand into the national or even global market, which makes their readers' base broader and easier to form a scale effect;

Secondly, they expand into the national or even global market, which makes their readers' base broader and easier to form a scale effect.

Thirdly, it has the institutional and systemic advantages of establishing a modern enterprise system.

Based on the above three points, the biggest threat to traditional media from emerging media such as the Internet is not only the diversion of readers and advertising resources, but also the diversion of human and financial resources.

What is likely to develop more vigorously in the future will be the mobile media, which can be expected to usher in a broad space for development due to its simple facilities, necessity for everyone, portability, extensibility, timeliness, and the fact that it will not be eliminated in the near future.

Regionalization strategy

China's media industry has a bright future, but the central city is already relatively mature, and the sub-central city market will be in the stage of explosive growth, so it can be said that China's media industry is still in the era of "circling the wagons". However, due to the regionalization and industrialization of the media market, the spring of the media industry has been delayed. In this case, the major media collectives have actively implemented regionalization strategy.

From the current point of view, the regionalization strategy mainly has the following modes: first, cross-regional cooperation; second, the formation of cross-media media groups in cities and municipalities; the creation of local editions of central city media groups in sub-central cities; the cooperation of provincial and municipal media; the cooperation of provincial and county media; the cooperation of local and county media and media alliances, and so on.

The benefits of implementing the regionalization development strategy lie in: capturing the big local market and consolidating the base; training and cultivating the team; accumulating experience, gathering capital and exerting the effect of economy of scale and economy of scope, and greatly reducing the cost.

Cross-media strategy

For traditional media, when implementing cross-media strategy, we should fully recognize the new media's own laws and its great risks, and take the right way and business model to enter the mobile media at the right time. It is important to pay attention to the following issues: soberly understand the purpose of their entry into new media; to adopt a business model suitable for the entry of new media's own characteristics and laws; to operate new media in accordance with the new media's own characteristics and laws; to expand the capital channels and introduce strategic investors to solve the capital problem; to accurately position the new media; and to further develop the advertising business.

Overall listing

Today, when the media industry is still in the era of "circling the wagons", media groups have been investing and expanding in order to expand their territory and establish their own kingdoms. Due to the media industry in China's long-term self-contained, low level of management, resulting in low profitability, self-accumulation is relatively small, the existing capital capacity and external market space does not match. In this case, the media group to further development, listing is an option.

At present, China's relevant departments in order to adapt to the needs of the development of media enterprises, to encourage the press and publishing enterprises to go public. Liaoning Publishing Group has successfully realized the overall listing. Due to the management of media enterprises as a whole listing of standardized policy guidelines of the rules have not yet been issued, but the overall listing as a general trend, the future will become the choice of media enterprises.