Economies Of Media Scale

The thesis analysizes the scale economies of Chinese media with analytic tools of economics, especially the industrial economics. By the assumption that the media's editorial policy keep stable, the media management may change with market, thus the analysis mode of influential factors of media scale is constructed under the constrained condition.Within the Smith-Coase frame, the thesis rediscovers the theory of scale economies in Neoclassical School represented by Marshall, distingguishing the established conditions from the influential factors of scale economies. And the thesis discuses the moderate scale of media determined by production costs and transaction costs.The thesis analysizes the influential factors of of media scale theoretically and empirically from the endogenous variable (issue, advertisement and mutual relation, media techonogy, management capacity and capital restrict) to the exogenous variable (media regulation, maoket demand and "invaders").The analysis of foreign media scale expansion indicates that the new media cannot make the "old" media disappear, but strengthens the inherent characteristic of each form with the reason of media's technical unsubstitution in satisfying the demands of readers. Media (Ⅰ)—media group (Ⅱ)—cross media group (Ⅲ)—"ultra-markrt media" (Ⅳ) are the four basic froms in the media scale advance.The thesis also discusses the media group at present in our country. The meida progresses from form I to form II nowadays. The motives of scale economies, interiorization, and getting competitive advantages make the media group expand by connotation growthe mode, but more by merger and acquisition. The result of formⅡexpanion will lead to formⅢnecessarily.