Media Industry's Capital Operation And Its Practical Approaches In China

As the international media groups mended their pace of entering Chinese market and the domestic competition getting heating up, Chinese media industry now is in urgent requirement of capital. So the media industry's capital operation is becoming a pet topic today. Financial tools such as loaned capital and negotiable securities can settle the financial problem rapidly for the media's development. Capital operation can increment the media capital through distributing the media resources optimally and remodeling the media structure. At present, the control on media industry's capital operation is getting relaxed stage by stage. So lots of national capital and personal capital along with foreign capital are swarming into Chinese media industry. All of these offered a favorable chance for the development of Chinese media industry's capital operation. But on the other hand, Chinese media industry's capital operation is still deficient to some extend because of the policy instability and the regulations morbidity as well as the unsuccessful ownership innovation.For the sake of the Chinese medium's rapid development, and they can deal with the competition come from international media groups, this paper begin with explaining the concept and the environment of media industry's capital operation, Then analyzed the international competitive circumstances, the domestic industrial circumstances, and the domestic circumstances of policy. At the same time, this paper demonstrating the practical approaches of Chinese media industry's capital operation in various ways. For example, it came down to the operation of immaterial capital and manpower, the innovation of financial tool and system, the confirming of property right, the attempt of risk investments, the partition and conformity of the media value chain. All of those provided some valued academic or practical thought for understanding and instructing Chinese media industry's capital operation. Some innovative point of view such as the risk investment of advertising resource, the epibolic strategy of the manpower, and promoting the marketing course by innovative financial tools are all good reference for the practice of Chinese media industry's capital operation.